Securing Water For Food
PR & Media Relations Campaign Case Study for SWFF
Securing Water for Food is an experimental program that is a partnership between the U.S. Government, Sweden, South Africa, and the Netherlands aimed at helping farmers around the world grow more food with less water. This innovative program incorporates a Shark Tank style competition that awards agricultural entrepreneurs money to help grow their companies. If they meet very strict benchmarks for customer growth, outside investment, and other metrics, they receive more money. If they don’t, they’re out of the program. To date Securing Water for Food innovators have produced 6 million tons of food in 35 different countries.
Securing Water for Food wanted help publicizing the unique program and its successes, and highlighting some of the innovative entrepreneurs who had received support from the program. Our primary media targets were major national general news and business news outlets.
From a PR perspective, one of the biggest challenges was that the vast majority of the innovators and the people helped by their innovations were not in the U.S. Sometimes it can be hard to get U.S. media to pay attention to things beyond the U.S. border.
INK developed a wide range of story pitches to deliver to the media. Many were focused on the amazing agricultural entrepreneurs supported by the Securing Water for Food program. Other pitches looked at the technology involved behind the innovations. Still others focused on the unique technical advice that Securing Water for Food gave to the innovators in addition to the financial help.
Major media placements secured included a feature article on Forbes.com, a marketing article that appeared in more than 30 local Business Journal newspapers nationwide, a profile of the program in the Stanford Social Innovation Review, and two features on a Securing Water for Food innovator that appeared on CNN television and on CNN.com.
Using Technology to Warn Farmers about Droughts
As Global Population Grows, This Global Collaboration Works To Ensure Adequate Food And Water