A communications roadmap for brands on October 16, World Food Day
Awareness days only become meaningful when they are backed by a brand’s real work.
Awareness days such as World Food Day carry as much risk for brands as they offer visibility. Messages with no real work behind them come across as insincere.
The first step in the roadmap is clarifying what the brand actually does in this area: food waste, the supply chain, food accessibility or nutrition literacy.
The second step is backing the message with evidence. Calls to action without numbers, projects or partnerships fall flat.
The third step is continuity. Positioning the day as part of a year-round program is far more powerful than a single day of communications.