1 / 13

Innovative Approaches to Communications

Explore the evolution of communications in agricultural advocacy from 1987 to 2006, focusing on innovative strategies employed by organizations like OFAC. This piece discusses how activists targeted agricultural practices, the rise of PETA, and the importance of storytelling in promoting animal agriculture. With an emphasis on proactive engagement, media outreach, and educational events, the article highlights key tactics that fueled a stronger connection between farmers and consumers. Discover insights into effective communication that resonate still today.

cecil
Télécharger la présentation

Innovative Approaches to Communications

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Innovative Approaches to Communications

  2. Picture it: 1987-1988 • Activists target agriculture • Diet for a New America • Toronto Humane Society radicals

  3. Picture it: 1987-1988 • Divided we fall… • Farm leaders in Ontario decided to work together and form a coalition. • OFAC Motto: “Promoting the Excellence of Animal Agriculture” • React. Fight. Defend. Us vs. them.

  4. Fast forward to today… • www.themeatrix.com • Clever. Edgy. Funny. Online. • Part 2: April 2006 on dairy & “factory farms” • PETA budget increases from $24 to $28 million in one year.

  5. Where is OFAC today? • 2004: Know the fighters. Stop the fight. • OFAC Motto: “The Voice of Animal Agriculture” • We want to have a conversation. • Reallocate resources to 80% proactive work. • Aim to be positive, proactive, professional.

  6. Where are we today? • Do the right thing. Tell people about it. • Tell our story. With emotion. • Top Three Tactics: • Edutainment works. • Boost online efforts. • Focus on media.

  7. Communicating… with the consumer • OFAC displays at 75 events in 2005; reaching 3 million • Educational events reaching 53,000 school children • OPRAH - spokesrobot

  8. The Real Dirt on Farming • Unique – One stop shopping on farm & food issues. • Issues based on consumer surveys • Facts & fun • National distribution – media, libraries, teachers, politicians • Sold out first 15,000 copies in three weeks!

  9. Boost Online Efforts…farmissues.com • High school teacher/student resource • Photo/Video Library • Media Info Centre • Virtual Farm Tours • More needed!!!

  10. Focus on Media Media Tours to farms: Focus on Food Writers 40 reporters in London, Toronto, Ottawa in 2005

  11. Faces of Farming CalendarGood news maker ~ stereotype breaker • Target: media, politicians, local businesses

  12. Do we have a chance? • Farmers are well-liked and trusted. • People aren’t sure who we are or what we do. • It’s up to us to introduce ourselves. • We need to think BIG. • We have to work harder to make the news. • We need to rally the troops throughout the supply chain.

  13. Keep trying! Crystal Mackay cmackay@ofac.org (519) 837-1326 www.ofac.org www.farmissues.com

More Related