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National Level Communication Campaign In Italy Targeting Rural Stakeholders And Practitioners

Tool category
& type


  • Campaign
  • Keyword(s)

    Campaign, Communications, Information, Multi media


    A broad communication campaign aimed at informing rural citizens and local development practitioners about the objectives, priorities and opportunities within the Rural Development Programme in Italy. The print-press part of the campaign consisted of advertorials (texts prepared by the National Rural Network) placed in 17 general-interest newspapers and 3 special-interest publications - in all totaling 135 full-page advertorials. In support, 11 spots of 60-second radio commercials were broadcast on a network of 140 local radio stations for 10 weeks, plus twice a day for 2 weeks on the national RDS radio station.

    & RDP Region(s)


  • [IT] National Level
  • Main purpose

    This campaign package was created to rapidly raise understanding among rural dwellers and development practitioners about the current rural development policy in Italy and the opportunities it presents for sustainable improvement of rural areas in the country for the benefit of people who live in these areas and for wider society. Besides general aspects, specific topics covered in the campaign included biodiversity, broadband, climate change, enterprise, landscape, energy, water and youth.

    tools used

    A campaign consisting of print and broadcast media tools - articles for newspapers and magazines, and radio commercials/info spots.

    Target audience

    EAFRD Beneficiaries:

  • Farmers
  • Other rural businesses
  • Women
  • Youth
  • Marginalised and Disabled
  • Other EAFRD Beneficiaries

  • General Audience:

  • General Public
  • Rural Population
  • Technical information

    8 distinct advertorials (texts and pictures/illustrations prepared by the NRN)

    Date produced


    Cost range

    > €100 000


    Italian Managing Authority

    Distribution & Promotion

    Through the National Rural Network (Support Unit)

    Assessment of effectiveness

    Readership for the print media used during the campaign period was 6.994.466. Listeners to the broadcasts averaged around 7 million per day.

    Name of organisation

    Ministero delle Politiche Agricole, Alimentari e Forestali (Mipaaf )

    Type of

    National Authority

    Partner organisation(s)

    National Rural Network (Support Unit), Paying Agency


    Name of contact person

    Graziella Romito


    Via XX Settembre, n. 20 - 00187 Rome, Italy


    0039 06 4665 50 41 41