Plant health campaign strategy

This work outlines the communication strategy for a 3‐year pan‐European campaign on plant health. The document starts with a situational analysis that gives an overview of the current political, economic, social, and technological situation with emphasis on plant trade and plant health. The main objectives, target audiences (TAs), and key messages of the campaign are then defined. The TAs are labelled as curious travellers (P1), hobby farmers (P2), and young parents (P3). The main objectives of the campaign are to raise awareness of the importance of plant health and to trigger their critical thinking. For P1 and P2, the two targets with potentially more hazardous behaviours and higher potential for being mobilised and becoming advocates, the final objective is to activate them and encourage them to become advocates for plant health among their informal communities. Communication and engagement activities have been identified for each campaign year in relation to the different targets to achieve the campaign objectives. The document includes a stakeholder mapping. which identifies the most important actors, divided into eight groups, to be involved in the actions to increase the success of the campaign. The complete list of stakeholders is provided as an annex in an Excel format, which allows the information to be filtered according to key variables. Stakeholders have also been ranked and prioritised according to a matrix that leverages TA impact and stakeholder interest. The last part of the work describes the evaluation methodology for the campaign. The approach is based on three main evaluation domains: process, outcome, and impact evaluation. The campaign is designed to allow for a localised, flexible, and modular structure to be implemented at the national level by Member States (MSs). Indeed, it sets out a common framework, while leaving a high degree of tailoring and freedom.

This publication is linked to the following EFSA Supporting Publications articles: http://onlinelibrary.wiley.com/doi/10.2903/sp.efsa.2023.EN-8023/full, http://onlinelibrary.wiley.com/doi/10.2903/sp.efsa.2023.e210502/full