The challenge: The Global FoodBanking Network (GFN), a worldwide coalition of food banks, wanted support as they launched and implemented a new communications strategy. The goal of this work was to re-position food banks not only as entities that operate in crisis situations, but as an integral part of the food system. This would also allow them to engage in different aspects of food systems conversations such as climate change and community development.
Our approach: To reach these goals, Marchmont created a multi-stage communications plan and conducted media outreach. The scope included:
- Conducting analyses and audits of current media and stakeholder landscapes to inform communications strategies, uncovering emerging and underdiscussed themes for GFN to champion as well as key organisations to engage.
- Leading brand positioning workshops and creating concise, catchy messaging to be used across the organisation.
- Conducting media outreach and managing press offices around key events, report launches, and wider news triggers to position GFN amongst different thematic areas.
- Supporting this outreach with op-eds during key moments such as the climate COPs, the UN General Assembly and the International Day of Awareness of Food and Waste.
- Planning and undertaking support for the launch of a landmark Methane Methodology framework, including conducting outreach to journalists, managing interviews, preparing speakers, and following up with attendees.
- Coordinating a media roundtable around the Methane Methodology, including managing speakers and rehearsals, securing journalist attendance and facilitating media opportunities as a result.
Outcomes:
- Marchmont’s media outreach secured more than 500 pieces of coverage, ranging from global top tier media to specialist and regional publications.
- This included coverage from outlets such as POLITICO, The Telegraph, and Voice of America as well as specialist media, including Devex, Fast Company, Inside Climate News, and The New Humanitarian. Regional outlets also highlighted GFN local partners’ work, from CNBC Africa to The Diplomatist and MENAFN.
- A variety of opinion pieces authored by GFN experts, partners, and coalition members were produced and placed in a wide range of international media. Highlights included placements in Al Jazeera, Euronews, FairPlanet, The Hill, and USA Today.
