Communication on plant health risks:Social science research, audience segmentation, and communication strategy for an EU awareness‐raising campaign

The European Food Safety Authority (EFSA) carried out preparatory work to inform an EU awareness-raising communication campaign on plant health risks. In a first phase, this included social science research and audience segmentation to inform appropriate choices regarding targeting and topics to be covered. Mixed methods research was carried out – including analysis of survey data, literature review and in-depth interviews –, to identify plant health awareness, knowledge, risk perception, preferred information sources and trust in different actors. Four “personas” were developed based on the results, representing four potential audience segments: “curious traveller” (P1), “home gardener and hobby farmer” (P2), “conscious young parent” (P3), and “adventurous and green foodie” (P4). The research also included an additional focus on stakeholders involved in plant health, agriculture, and related sectors since they can support the objectives and reach of a campaign. Then, in a second phase, the communication strategy for the 3-year campaign was designed, building on the social research as well as on situational analysis and a stakeholder mapping. The proposed strategy for the campaign foresees targeting of P1, P2 and P3, and entails using a progressive model aimed at raising target audiences’ awareness (Year 1), triggering critical thinking (Y2), and activating and creating advocacy (Y3). A crucial role will also be played by plant sector operators, who will be involved in dedicated activities and act as touchpoints and amplifiers for the campaign. The strategy provides a common framework allowing Member States (MSs) to fully localise the national implementation and to join the campaign throughout its 3-year course. The report outlines the objectives and topics defined for the different years of the campaign per target audience, as well as the tactics and the evaluation methodology. EFSA plans to launch the campaign in summer 2023 in collaboration with participating MSs.