Internet dissemination campaign for DG SANCO
Objectives
DG SANCO had decided, as part of its 2008 communication priorities, to promote the new Community Animal Health Policy to stakeholders and the broader public. To reach this goal, the concept of a Veterinary Week was developed within the context of the "New animal health strategy for the European Union (2007–2013)” where "Prevention is better than cure", in partnership with the Federation of Veterinarians of Europe (FVE). The veterinary week was held in 10-16 November 2008.
Different actions were designed to promote this concept at farm level (farmers) and at borders between all 27 EU member states (general public). The actions promoted the role of the EU and Member States in safeguarding the health of farmed animals in the EU and abroad, as well as the health of citizens thanks to safe food and the prevention of zoonoses. The role of veterinarians was stressed, using the motto "One health" (= humans + animals). Amongst the different actions led by different subcontractors within the campaign, Emakina was in charge of amplifying online awareness and generating online buzz and increased website traffic.
Description
The dissemination plan built by Emakina was a new online strategy aiming to generate an attractive return on investment by using new channels of communication compared to traditional buying space channels. Viral marketing depends on a high pass-through rate from person to person. If a large percentage of recipients forward something to a large number of friends, business partners or acquaintances, the overall growth and business opportunities snowball very quickly. This is why reaching opinion leaders in the blogosphere is the key to efficiently spreading the word about a campaign. Demand from the European Commission for this type of strategy is growing in frequency. The Commission would like to touch, via one unique channel, a large range of people in the 27 EU Member States. In this context, Emakina has built up its own network of local correspondents (journalists and PR specialists) that allow our organisation to spread a message at national level.
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