Agri Aware, the independent Irish agri-food educational body, will deliver an engaging telestration advertisement in cinemas across Ireland, both north and south, over the next four weeks.
The aim of this telestration is to communicate the benefits of the Common Agricultural Policy (CAP) to the general public in a unique and innovative way, with characters including a student, a sportsman, a farmer, a tourist and a mother, telling the story of the Common Agricultural Policy benefits them.
This novel approach is part of a year-long interactive communication campaign entitled ‘Be Agri Aware–Put your thinking CAP on’.
The aim of the campaign is to engage the general public of all ages in CAP, so that they understand where their food comes from and also to ensure that they learn about how this food is produced under the highest standards, whilst also caring for the environment, biodiversity and waterways.
The message is that CAP delivers a secure supply of quality, safe and traceable food at an affordable price for the consumer.
Chief executive of Agri Aware, Dr Vanessa Woods said: “This is the first time that Agri Aware has delivered its key messages on the benefits of CAP via the cinema. The importance of CAP will be communicated to a vast audience of all ages in all cinemas across the Republic of Ireland and in cinemas located in Belfast and Londonderry in Northern Ireland. This is an exciting and novel way to communicate a complex policy in a simple and engaging manner, which will have a lasting impact on the audience.”
Agri Aware’s chairman, Richard Moeran said: “Agri Aware endeavours to reach as wide an audience as possible across the Island of Ireland informing them of the benefits of the CAP using the slogan ‘Be Agri Aware – Put your thinking CAP on’.
“Agri Aware is very excited and proud to be using this innovative method of communication. Through our telestration, we hope to relay our mission statement, which is to improve the image and understanding of farming, agriculture and food, to the general public of all ages. Our message is crystal clear, CAP delivers safe, quality and traceable food that is affordable to the consumer.”
This innovative and original interactive education, information and communication campaign is co-financed by the EU Commission’s Directorate General for Agriculture and Rural Development and was awarded to Agri Aware following a competitive bidding process. The campaign is also supported by the IFA and FBD, in addition to Agri Aware’s other patrons.
For more information on cinema locations, visit www.agriaware.ie/cap.