Good Practice - Project
Video communication campaign: ‘Agriculture, a Strategic Asset for the Algarve’
Video storytelling in Portugal helps citizens and decision-makers better appreciate the value of EU funding for developing better agrifood systems.
General information
RDP Measure
- M20: Technical assistance
Beneficiary type
- Public authority / body
Summary
Public awareness about the benefits associated with EU funding for agriculture can be improved by CAP-funded area-based territorial communication campaigns using short videos narrated in the first person. By presenting real-life stories and experiences from local farmers and agricultural workers, such videos can illustrate how EU funding has directly contributed to innovative practices in agriculture, and highlight tangible outcomes such as job creation and enhanced food security. Video campaigning can also emphasise themes such as water conservation and soil protection within these narratives, promoting better environmental stewardship in a territory.
When citizens witness a direct correlation between EU-supported innovations and sustainable agricultural practices through relatable storytelling, they can become more likely to appreciate the importance of ongoing investment in agriculture. Hence, Portugal’s Algarve Regional Coordination and Development Commission implemented an area-based multimedia campaign (using National Rural Network funds) with 10 short videos about innovative agrifood projects funded by the CAP in the Algarve region.
Results
- A set of 10 videos, each lasting 2 minutes, brought the region's public closer to the agri-food sector and promoted a new look at agriculture and rural areas in the Algarve, as well as the importance of EU funds in the region's development. The videos can be viewed on YouTube.
Promoter
CCDR Algarve, I.P.
Funding
RDP support: 96 434 (EUR)
Ressources
Liens
Context
CAP-funded area-based territorial communication campaigns using short videos narrated in the first person can enhance public awareness of the benefits associated with EU funding for agriculture. These campaigns offer a useful opportunity to engage viewers on a personal level, creating a connection that traditional communication methods may lack. By presenting real-life stories and experiences from local farmers and agricultural workers, these videos can illustrate how EU funding has directly contributed to innovative practices in agriculture. Such narratives can ‘humanise’ the data by increasing interest in (and even local ownership over) agricultural advancements.
Networking short video stories align well with contemporary media consumption habits, particularly among younger demographics, who prefer visually engaging content. This accessibility encourages broader participation and understanding among taxpayers regarding how their contributions are used for societal benefits. By simplifying complex information about EU funding mechanisms into digestible video segments, these campaigns can demystify bureaucratic processes and highlight tangible outcomes such as job creation and enhanced food security.
Video campaigning can also emphasise themes such as water conservation and soil protection within these narratives, promoting better environmental stewardship in a territory. When communities witness a direct correlation between EU-supported innovations and sustainable agricultural practices through relatable storytelling, they are more likely to appreciate the importance of ongoing investment in agriculture.
Within this context, Portugal’s Algarve Regional Coordination and Development Commission prepared an area-based multimedia campaign (using National Rural Network funds) with 10 short videos about innovative agrifood projects funded by the CAP in the Algarve region.
Objectives
The aim of this CAP networking project was to bring the region's public closer to the agrifood sector and promote a well-informed perspective on agriculture and the Algarve's rural areas, as well as the importance of EU funds for the region's development. This would increase general understanding about how EU financial support can foster innovation within the agricultural sector, ultimately leading to job creation while ensuring the sustainability of food supplies and natural resources.
Specific aims of the short (2 minutes) videos were to:
- strengthen agriculture as a strategic asset for the development of the Algarve region.
- enhance the region within the scope of the CAP's strategic objectives.
- promote rural areas in the Algarve.
- bring visibility to EU funds, within the scope of growth, development and innovation in the Algarve region.
- strengthen the beneficiary’s digital presence within the scope of its mission and statutes in agriculture and rural development.
Activities
The project’s area-based territorial communication campaign involved a series of structured actions, tasks, and activities aimed at engaging various stakeholders, including farmers, policymakers, and the public.
The initial phase of these campaigns researched and identified target audiences and their specific informational needs. Subsequently, campaign organisers collaborated with local agricultural experts and community leaders to gather testimonials that highlight personal experiences with EU funding. These firsthand accounts were selected and managed/directed to serve as compelling narratives that resonate with viewers on an emotional level, thus enhancing engagement.
Once the video subjects and narratives were agreed upon, video production became a central task. Short videos were crafted to be visually appealing and concise while effectively communicating complex ideas related to innovation in agriculture. The use of first-person narration enriched these stories by providing authenticity and relatability. Technical actions included producing the final video content to help viewers connect more deeply with individuals who share their experiences regarding job creation or sustainable practices supported by EU funds.
The project’s dissemination activity played an important role in maximising outreach and networking possibilities for the videos. Using social media platforms, local media channels, and events helped ensure that the video messages were received and viewed by diverse audiences.
Main results
- A set of 10 videos, each lasting 2 minutes, brought the region's public closer to the agri-food sector and promoted a new look at agriculture and rural areas in the Algarve, as well as the importance of EU funds in the region's development. The videos can be viewed on YouTube.
Key lessons
- Ultimately, area-based territorial communication campaigns using first-person narratives can raise awareness and cultivate a more informed population that recognises the useful role of EU funding in fostering innovation within agriculture.
- First-person narratives create a personal connection with viewers, making complex agricultural issues more accessible. By sharing real-life experiences, these campaigns can illustrate how EU funding fosters innovation, ultimately leading to job creation and enhanced food security.
- Another crucial lesson is the power of visual storytelling. Short videos can distil intricate information into digestible content that captures attention quickly. This format allows for the effective demonstration of innovative agricultural practices funded by the EU, showcasing tangible results such as improved water conservation and soil management techniques. Visual elements not only engage viewers but also reinforce the message that sustainable practices are achievable through collective efforts and EU support.
Ana Lúcia Gonçalves