Circular Economy

‘Closing the loop’ with comprehensive media outreach.

Plastic bag floating by a coral reef in the ocean.

Thecontext

When the Directorate-General for Environment decided to take the circular economy to the next level, it needed to promote the policies far and wide. ICF Mostra stepped in to ‘close the loop’ – so to speak – and got the media to publish more than 220 articles, with an estimated online reach of 375,000,000 people. We did this through telling creative stories of people already involved in the circular economy and with effective media engagement.

When the Directorate-General for Environment decided to take the circular economy to the next level, it needed to promote the policies far and wide. ICF Mostra stepped in to ‘close the loop’ – so to speak – and got the media to publish more than 220 articles, with an estimated online reach of 375,000,000 people. We did this through telling creative stories of people already involved in the circular economy and with effective media engagement.

A laptop showing the Circular Economy Package press release.
A ball of recycled items such as bottle caps and food packaging.

Thechallenge

A more ambitious Circular Economy Package was adopted by the European Commission on 2 December 2015. ICF Mostra’s role was to engage the media and promote this Package which aims to stimulate Europe’s transition to a globally competitive, resilient and sustainable economy. We aimed to raise public awareness of the new measures promoting eco design, waste prevention and reuse of existing materials.

A more ambitious Circular Economy Package was adopted by the European Commission on 2 December 2015. ICF Mostra’s role was to engage the media and promote this Package which aims to stimulate Europe’s transition to a globally competitive, resilient and sustainable economy. We aimed to raise public awareness of the new measures promoting eco design, waste prevention and reuse of existing materials.

reuse and recycling of products
A stack of old computer hardware chips.

Ourapproach

Prior to launch, ICF Mostra prepared a 5-minute video news release (VNR) – an animation explaining the circular economy (CE) and two real-life examples of businesses using CE practices. We also prepared tailored, all-inclusive multimedia press packs with the VNR, 30 minutes of additional footage and written material (press release and factsheets) from DG Environment.  We mapped journalists in specialised fields who would be interested in the circular economy press materials. Then, between 2 December 2015 and 22 April 2016, our media relations team disseminated the press packs and monitored coverage with a focus on eight European countries.
In addition to the press packs, we effectively placed an Op-Ed signed by Karmenu Vella, European Commissioner for the Environment, Maritime Affairs and Fisheries, in at least one high-quality media in each focus country.
For the Package launch, we organised a two-day senior editors briefing for journalists (from business, environmental and financial media) at the European Commission and for them to visit businesses which upcycle or use upcycled furniture. They were granted one-to-one interviews and we provided a camera crew so they could get unique footage.

Prior to launch, ICF Mostra prepared a 5-minute video news release (VNR) – an animation explaining the circular economy (CE) and two real-life examples of businesses using CE practices. We also prepared tailored, all-inclusive multimedia press packs with the VNR, 30 minutes of additional footage and written material (press release and factsheets) from DG Environment.  We mapped journalists in specialised fields who would be interested in the circular economy press materials. Then, between 2 December 2015 and 22 April 2016, our media relations team disseminated the press packs and monitored coverage with a focus on eight European countries.
In addition to the press packs, we effectively placed an Op-Ed signed by Karmenu Vella, European Commissioner for the Environment, Maritime Affairs and Fisheries, in at least one high-quality media in each focus country.
For the Package launch, we organised a two-day senior editors briefing for journalists (from business, environmental and financial media) at the European Commission and for them to visit businesses which upcycle or use upcycled furniture. They were granted one-to-one interviews and we provided a camera crew so they could get unique footage.

Four groups of recycled items (paper, glass, metal and plastic).

Theresults

Our effective media engagement led to more than 220 reports on the Circular Economy Strategy broadcast/published. There were also 11 placements of Commissioner Vella’s Op-Ed in quality media covering all target countries. We estimate that the reach of the Op-Ed in print form was more than 241,100 readers, while in digital form the reach amounts to more than 89,730,000.
The coverage collected during monitoring activities includes articles published/broadcast in some of the most important media in all the target countries, e.g. Wirtschaftsblatt in Austria, Der Spiegel in Germany, The Irish Times in Ireland, Il Corriere della Sera in Italy, Rzeczpospolita in Poland, Evenimentul Zilei in Romania, Delo in Slovenia, El Mundo in Spain, etc.

 

All images & video © — 2015 - 2016 — European Union. All rights reserved.

Our effective media engagement led to more than 220 reports on the Circular Economy Strategy broadcast/published. There were also 11 placements of Commissioner Vella’s Op-Ed in quality media covering all target countries. We estimate that the reach of the Op-Ed in print form was more than 241,100 readers, while in digital form the reach amounts to more than 89,730,000.
The coverage collected during monitoring activities includes articles published/broadcast in some of the most important media in all the target countries, e.g. Wirtschaftsblatt in Austria, Der Spiegel in Germany, The Irish Times in Ireland, Il Corriere della Sera in Italy, Rzeczpospolita in Poland, Evenimentul Zilei in Romania, Delo in Slovenia, El Mundo in Spain, etc.

 

All images & video © — 2015 - 2016 — European Union. All rights reserved.