January 15, 2016
Embracing the slogan ‘Improving Agriculture, Improving Lives’ Action Georgia has just concluded a two-year communications campaign for a €52 million European Neighbourhood Programme for Agriculture and Rural Development (ENPARD), funded by the European Commission. Action Georgia designed and developed content for the project website created engaging content for social media, produced short video stories, wrote and disseminated press releases, and arranged successful media field visits for the campaign which raised public awareness on food security, sustainable production and rural employment. The website featured inspiring success stories of agricultural cooperatives benefiting from ENPARD funding, such as the story of a cooperative in the rural ‘Alvani’, established and run by war widows who produce all-natural traditional ‘Churkhelas’. Maia Chitaia, the country director of Action Georgia, explains that the success stories were crucial for effectively conveying the messages of the project. “We managed to simplify very technical language through human stories, told by farmers for farmers,” she points out. “In this way we showed that practical change is possible.” Action Georgia has led the ENPARD Communications Unit since December 2013 and is shortlisted for a further two-year contract pending the outcome of the approval of its latest proposal.