1. EATWELL WP6 Dissemination Work package leader: EUFIC

2. Communicating science-based food information to health and nutrition professionals, educators, and journalists in a way that promotes consumer understanding European Food Information Council (EUFIC) www.eufic.org

3. 3 Partner in EU funded programmes SAFEFOODS (Promoting food safety through a new integrated risk analysis approach for foods) – Ended 2008 HELENA (Nutrition & healthy lifestyle for adolescents) – Ended 2008 IDEFICS (Identification and prevention of Dietary- and lifestyle- induced health EFfects In Children and infants) EURECCA (Harmonising nutrient recommendations across Europe with special focus on the importance of consumer understanding) FLABEL (Food Labelling to Advance Better Education for Life) EATWELL (Interventions to Promote Healthy Eating Habits: Evaluation and Recommendations) AGRIFOODRESULTS (European initiative for a better use of the results of agri-food research)

4. 4 WP6 participants UREAD – 3 man months AU – 3 man months UNIBO – 3 man months UGENT – 3 man months INRAN – 3 man months JUMC – 3 man months KRAFT – 1 man month EACA – 0.5 man months

5. 5 WP6 Objectives Overall objective is to disseminate and extend the results of the project to a wider audience at European level. Special attention will be placed on dissemination to key stakeholders the food industry, public health decision- makers, communication agencies and consumer organisations.

6. 6 Tasks 1. Creation of project identity 2. Communication & dissemination plan 3. Website development & maintenance 4. Production of dissemination materials (targetted) 5. Communications to a broader audience 6. Scientific dissemination 7. Stakeholder involvement & communications 8. Organisation of the final conference/workshop

7. 7 Deliverables D6.1 – Project website D6.2 – Dissemination material 2 project leaflets 2 articles in Food Today D6.3 – Broader audience dissemination materials Section on www.eufic.orgwww.eufic.org 2 podcasts 4 Press releases D6.4 – Outputs from scientific dissemination papers & proceedings in journals Participation & presentations at conferences Executive reports on research findings

8. 8 Milestones 1. Adopted communication & dissemination plan 2. First wave of communication Project identity Website available Introductory leaflet available 3. Periodic dissemination of research results 4. Stakeholder advisory board 5. Final workshop

9. 9 Timeline for deliverables Year 1Year 2 Communication plan (M3) Press release (M3) Project identity (M4) Project website (M6) Creation of section on www.eufic.org (M6) www.eufic.org Launch press release Project leaflet (M9) Food Today article (M12) Podcast (M12) Stakeholder engagement (M12) Press release (M15) Conferences (on-going from M12) Scientific results (on-going from M12)

10. 10 Timeline for deliverables Year 3Year 4 Press release (M27) Food Today article (M36) Podcast (M36) Executive reports (starting M36) Conferences (on-going) Scientific results (on-going) Executive reports (starting M36) Final press release (M39) Final project leaflet (M40) Final workshop (M40)

11. 11 EUFIC’s approach 1. Creation of project identity 2. Communication & dissemination plan 3. Website development & maintenance www.eufic.org 4. Production of dissemination materials Food Today Podcasts Project leaflet Media outreach 5. Dissemination of scientific results 6. Stakeholder Advisory Board 7. Organisation of the final conference/workshop

12. 12 1. Creation of project identity Key factors Creation of best practice for healthy eating campaigns External perception - leaders in this field All communications must reflect this Creation of brief Work with external design agency Share concepts with consortium Any initial thoughts?

13. 13 Example - FLABEL logo Sits on a (supermarket) shelf in CIAA’s GDA blue Reference to the Swedish keyhole system Style is a reference to the FSA’s FOOD logo Colours are from the French Nutripass system

14. 14 2. Communication plan Communications planning is the process by which your core objective is matched to the needs of your audiences in order to develop communications that will lead to measurable change among those audiences

15. 15 CORE OBJECTIVE COMMUNICATION OBJECTIVES TACTICS AUDIENCES STRATEGIES MESSAGES NEEDS 2. Communication plan

16. 16 2. Communication plan – identifying audiences National & European policy makers Only public health? Food & drink industry Including SMEs Scientific community Professional associations Communication agencies Consumer organisations General public Other key target audiences?

17. 17 3. Website development & maintenance Aims of EATWELL project site Explanation of the project Presentation of the consortium Media centre Point of contact for the consortium EUFIC will Manage contact form mailbox Track usage and report back on statistics

18. 18 URLs currently available www.eat-well.info www.eatwellproject.eu www.eatwellproject.org www.eatwellproject.com www.eatwellproject.info

19. 19 Proposed structure EATWELL Homepage About EATWELL Aims & objectives Expected Outcomes EATWELL Reseach Creating a benchmark Evaluating intervention effectiveness Lessons learned from private sector Public acceptance Best practices Stakeholders EATWELL Partners Research consortium List of partners Media Centre ContactLinksDisclaimerSiteMap

20. 20 Website - discussion Password protected section for Scientific Advisory Board Extranet for consortium members

21. 21 Creation of section on www.eufic.org

22. 22 Jan – April 2009 2.2 million visitor sessions 500,000 average visitor sessions per month Currently in 11 languages; EN, FR, ES, DE, IT, CZ, SK, EL, PL, HU, PT. Prime position with major search engines - visibility. Valuable dissemination tool for European Commission (DG Research projects) e.g. +/-30% of www.flabel.org referred from www.eufic.orgwww.flabel.orgwww.eufic.org

23. 23 Food Today Food Today (4 printed languages and 11 electronic, 5 times a year) More than 18,000 subscribers receive the printed version in DE EN ESP FR. More than 35,500 recipients receive Food Today electronically.

24. 24 Subscribers to electronic newsletters EUFIC Online is issued 5 times per year. 36,533 subscribers Of these subscribers we know profiles of 22,840 37% have chosen not to state their profession

25. 25 Podcasts & dissemination with new technologies Means to relay a message to a much larger audience than just through a conference – greater outreach Voice evokes trust & reassurance in the information that originates from the scientific/legislative source

26. 26 Podcast usage in 2008 75,919 podcasts downloaded

27. 27 Evolution of access to podcasts

28. 28 Project leaflet Can the consortium disseminate printed leaflets? Outreach? FLABEL example 2,500 hundred printed 150 copies per consortium partner for further dissemination EUFIC has a stock of 700 leaflets. More available if necessary

29. 29 Media outreach Press releases Manage interviews & journalist questions Media monitoring Access to EUFIC’s media database Alphagalileo Media training

30. 30 Media Outreach – consortium requests Who has been media trained? Who are the media / press officers within your organisation? Can you share your media contacts / lists? Relevant for EATWELL Inform EUFIC about media requests / interviews Any difficult questions Develop Q&As for consortium

31. 31 5. Dissemination of scientific results EUFIC will manage conference calendar with speaking opportunities Consortium to send suggestions to EUFIC EUFIC will manage the overview of all academic papers Consortium to keep EUFIC informed about paper status

32. 32 6. Stakeholder Advisory Board (SAB) Profiles stated in Annex 1 CIAA & industry association e.g. FRESHFEL SMEs DG SANCO Retailers Consumer organisations Health promotion experts Schools Organisations motivated to communicate messages that will encourage behavioural change

33. 33 6. Stakeholder Advisory Board (SAB) UREAD responsible for SAB list deliverable in M2 How can the consortium assist? Frequency of meetings? First consultation in M12 In conjunction with other meetings? Establish future dates asap Scope of commitment

34. 34 7. Final workshop Lessons learned from previous EU projects Brussels External Chairs / internal rapporteurs (vice-versa) Thematic break-out sessions Preparatory documentation sent at least 1 week in advance

35. 35 Thank you Your questions please