AGRICULTURAL POLICY
RESEARCH

Global digital
campaign for
development sector

Brief:

Global Development Network is an international organization that supported research in economics and social sciences in developing countries. GDN initiated a research-to-policy project in April 2011 titled ‘Supporting Policy Research to Inform Agricultural Policy in Sub-Saharan Africa and South Asia’. To transfer the research output effectively to the key target audiences, The outreach strategy and implementation plan utilized new media technology effectively to leverage its prowess on a global scale. On a broad level, the tactical plan implementation included:

  • Effective use of social media marketing, using twitter, Facebook, and YouTube.
  • Targeted pay-per-click (PPC) campaigns on digital media, leveraging digital advertising effectively.
  • Webcast of round tables and sessions conducted at different locations across the world to discuss the research findings.

CREATIVE
APPROACH

Introduce the project takeaways (policy briefs, research papers, documentaries)

Encourage user generated response to key statements, findings and questions

Awareness of public discourses on agriculture as seminal to policy debates

Generate a strong demand pull for the findings amongst the policymakers.

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Video

Project documentary videos that narrate & address some of the crucial subjects in agricultural policy like food security, irrigation, fertilizer use & inclusive growth.

Results

Full documentaries, each
20-25min long, were watched
on the vimeo channel of
the project.

Total impressions served across the
globe using Google, Facebook ads
apart from premium inventory like
NYT, Financial Times, CNN,Foreign
Policy, Washington Post, Reuters
among others

The number of times research papers,
each going on for 70 pages, were
downloaded from the campaign site.

The campaign was subject to a case study by IIM Bangalore, and is now available as a paid download in Harvard Business Review.

Case Study

AGRICULTURAL POLICY
RESEARCH

FROM FARM TO FACEBOOK

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