The challenge: FoodSystems 2030, an Umbrella Multi-Donor Trust Fund at the World Bank approached Marchmont for support with the launch of the Recipe for a Liveable Planet report. The report is the first comprehensive global roadmap for mitigating the agrifood system’s contributions to climate change.
Our approach: Marchmont developed a tailored media and event launch plan and activation campaign to disseminate the report. This included:
- Curating engaging media-focused story angles, producing a comprehensive outreach list of relevant journalists, producing written materials such as a press release and coordinating interviews and media requests.
- Producing a social media toolkit accompanied by original multimedia assets like graphic cards, explainer videos and GIFs highlighting key aspects of the report such as how countries in different income levels can utilise the report to inform policy decisions for sustainable agriculture. This also included developing a target set of external stakeholder organisations to disseminate the toolkit to.
- Crafting an overview slide deck which included key messages and evidence from the report for spokespeople to effectively communicate about the report. Alongside this, Marchmont also produced a digital “highlights” version of the report using Shorthand.
- Conceptualising a hybrid launch event for the report, conducting outreach and also providing expert advice on high-level speakers to engage and the relevant marketing materials to deploy.
Outcomes:
- Through Marchmont’s support, the report received coverage in outlets such as Associated Press, Bloomberg, Euractiv, Euronews and the Economic Times.
- The hybrid launch event featured notable voices such as Cynthia Rosenzweig, Juergen Voegele, Ousmane Badiane, Ashesh Prasann, Gunhild Stordalen and Elizabeth Nsimadala. The virtual event received over 35,000 streams.
- The social media assets were shared by organisations such as the World Bank, UN Biodiversity, World Farmer’s Organisation and African Women in Agricultural Research and Development (AWARD).
