Plant health campaign strategy

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