Behind the Scenes at Organic Fortnight

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I thought it might be interesting to share some of the work that has gone into Soil Association Scotland’s latest campaign, just before we launch it!  

Organic Fortnight (3-17 September) is the annual campaign and celebration for organic food, lead by the Soil Association. This year Soil Association Scotland decided to do our own campaign!

The theme of Organic Fortnight this year is Choosing Organic Every Day. So we wanted to offer information on how organics can really be an everyday choice. The Organic Trade Board supplied us with some analysis that shows that if you shop around you can buy organic products that are cheaper than the non-organic alternatives.

We’re also celebrating all things organic in Scotland. We wanted to highlight the unusual organics – from an organic childcare service  to an organic farm that is also an art centre to an  organic horticultural training for people with learning difficulties.  We’re also sharing the variety of organic products and experiences that are out there – including  wool, sheepskin, organic baking classes and Scottish wildlife tours with fully organic catering.

We wanted to get wide coverage for the campaign so that we could reach as many people as possible.

We contacted organic producers and retailers, food groups and environment groups to ask them to promote Organic Fortnight in exchange for us promoting their events. This has been very successful, with a number of organisations promoting Organic Fortnight on their website  including Forth Valley Food Links and Portobello Transition Town.

We press released local newspapers and food related magazines and have secured coverage via Forth Action and it looks like we’ll get some articles too.

Online, we’ve added all the organic fortnight related events we know of in Scotland to the Scottish Noticeboard on our website. We are also hijacking our allotment mini-blog to talk about Organic Fortnight.

We contacted a number of bloggers who have agreed to blog about organic issues throughout the fortnight. Some of these bloggers are quite well known in the blogging world and will be able to reach new audiences. We will be sharing links to their blog posts via Twitter and our blog.

We are also promoting Organic Fortnight on Twitter . We’re highlighting organic products, community groups, activities and events across Scotland. There has been a very good response so far with a lot of people retweeting our messages and agreeing via Twitter to blog for us. We even secured a partnership with another campaign via Twitter!

The partnership in question is with Zero Waste Week which runs from 6-12 September. Their theme this year is Cooking for Victory and focusses on waste associated with food and drink. This makes a lot of natural tie ins with Organic Fortnight and we (and some of our participating bloggers) will be writing on topics that span the two campaigns.

We hope at the end of the campaign that more people will be aware that organic can be an everyday choice while also being more aware of some of the unusual organic products out there. In information terms I think the main lesson is that a campaign aimed at the general public needs to identify as many different communication channels as possible and to work with other people.

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One Response to “Behind the Scenes at Organic Fortnight”

  1. John Says:

    this is really good stuff here , This should be put on social media edinburgh

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