Roadmap. It is perhaps the fastest growing word used in our office. And not just because we now all want to go on holiday by car or train because we are ashamed of flying.
Clients are increasingly realizing that putting an issue on the map and making a real impact is a long-term matter. A campaign, lobby talk or a good interview are not enough. We need solutions. A road map helps with this. Together we determine sub-issues, milestones and associated activities to achieve the desired end goal.
The fact that we need to move towards a more plant-based diet as a society is such an end goal. It has long been known that our current diet contains too much meat for the Earth to sustain. We have recently drawn attention to a sub-issue that is holding back this change.
With Mister Kitchen we campaigned to be able to call vegetable butter also butter. And no vegetable fat spread. We are proud of the many articles that appeared in response to a (now won) case with the Advertising Code Committee regarding their product Dream Butter. As we thought: consumers are not crazy and can easily distinguish vegetable butter from animal butter. Even without reading glasses you can see the difference. Now that the dairy industry is still…
Looking ahead, there are a lot of great projects planned that have everything to do with old and new media. Very relevant for anyone who cares about journalism and/or influencers.
This year, Network Media Literacy is drawing attention to press freedom and news literacy with the new Closer to News campaign. What is the status of trust in journalism in the Netherlands and how can we ensure that journalists and citizens come into more contact with each other and learn from each other? Hopefully the start of the turnaround. We are going to do a lot this year, from a white paper for journalists, guest lectures in education to a toolkit for teachers.
An organization that has already mapped out a clear route is the DDMA. They professionalize influencer marketing step by step and do this smartly together with the BVA, the Advertising Code Foundation, a lot of major advertisers, influencers and management agencies. Where they were before influencerrules.com developed, this month they are taking the next step to help influencers better understand the rules and laws surrounding influencer marketing.
Keep an eye on them, it is a good example of how, as a trade organization, you can raise the lower limit together and take responsibility for challenges that arise with new developments.
Wondering if we can also do this or more for your organization or issue? We would be happy to discuss this with you. For the route planner: Rembrandtweg 39-3, Amstelveen.
Till there!
Lars
