The challenge: As an EU-funded institution supporting smallholder farmers in Africa, the Caribbean and the Pacific (ACP), CTA wanted ongoing support to communicate its achievements and, more recently, support throughout its closure — by raising awareness, celebrating CTA’s lasting legacy and raising the profile of its partners and beneficiaries on the ground.
Our Approach: Marchmont delivered ongoing media outreach support, carrying out an assessment of CTA’s initiatives, case studies and success stories before developing year-long plans to showcase its work in its key regions. This involved a combination of monthly opinion pieces, regular media outreach campaigns and on-site media field visits in Africa and the Caribbean. For its legacy campaign, Marchmont mapped out an eight-month media plan, including monthly editorials, media bursts around set dates and creative communications support for its social media channels.
Outcomes: Within the first six months, Marchmont had secured around 150 pieces of coverage. Top-tier coverage includes Reuters, Agence France-Presse, Xinhua, France24, Mongabay, CNBC Africa, BBC, Yahoo News, Daily Mail, Economist Intelligence Unit, Forbes Africa, Euronews, World Economic Forum, SciDev, Devex, The Conversation, AllAfrica, African Business Magazine, The Diplomat, Radio New Zealand, Inter Press Service, Eco-Business and FoodTank among others.