Support for information measures relating to the common agricultural policy (IMCAP)

The target public for the themes is the general public (in particular young people in urban areas) and/or farmers and other stakeholders active in rural areas and the agricultural sector.

More specifically:

• For young people in urban areas, school children, teachers and university students: new approaches should be used to engage with young people and raise their awareness of the new CAP and the contribution that it makes in many areas such as the climate change challenge, food, healthy and high quality eating as a lifestyle choice, in relation also with the EU School Scheme for Milk, Fruit and Vegetables and the Tartu Call.
• For stakeholders: stakeholders should be more aware of the contribution that the CAP makes to support the social, environmental and economic sustainability of agriculture.

The projects must use objective and measurable (quantitative and qualitative) impact indicators for their proposed objectives and activities that will be assessed by an impact evaluation methodology. These indicators should include inter alia:

• the baseline (i.e. a description of the current levels of awareness and perception of the CAP amongst the targeted audience). This could be based on Special Eurobarometer 520 data or other objective and credible data sources that define the levels of awareness and perception about the CAP in a particular target audience
• the total number of contacts expected to be made during the communication and information activities, and
• the targeted increase in the total number of contacts who recognise and/or have a more positive opinion of the CAP as a result of the information and communication activities (in relation to the baseline).

The general objective of the call is to raise awareness about the Common Agricultural Policy (CAP) within the EU and amongst all citizens, farmers and non-farmers alike. The CAP is a policy for all EU citizens and the benefits that it provides must be more widely explained and demonstrated.

The key messaging should be fully consistent with the Commission's legal requirement to carry out information measures on the CAP within the meaning of Article 46 of Regulation (EU) 2021/2116.

The proposals submitted shall provide coherent, objective, evidence-based and comprehensive information in order to help explain, implement and develop the CAP and to raise public awareness of its content and objectives, including its contribution to ensuring a fair income for farmers, stable supply of affordable food, tackling climate change, promoting the sustainable management of natural resources, encouraging the highest standards of animal welfare and supporting the rural economy.

The focus of proposals submitted should be on addressing lack of information about European agriculture and the CAP within identified target audiences. This should be achieved using facts, backed-up with reliable data, and overall raising public awareness on the relevance of EU support to agriculture and rural development through the CAP.

The CAP plays a key role in supporting the EU’s farming sector and rural areas. It aims to ensure a sustainable agriculture model with respect to economic, social and environmental aspects.

The information measures shall specifically focus on illustrating how the CAP (including the national CAP strategic plans) supports farmers’ income, ensures food security and the resilience of EU agriculture, supports the transition to sustainable food systems and generational renewal in agriculture.

Applicants are therefore invited to come forward with proposals for information measures focusing on informing citizens about the role of the CAP in supporting a fair standard of living for farmers, food security and the long-term resilience of EU agriculture, the transition to sustainable food production systems including for the livestock sector as well as generational renewal and improving gender balance.

Activities that can be funded:

This call targets large-audience information and communication measures to inform citizens about the CAP (including the national CAP strategic plans).

The information measures must include one or several activities reaching a significant number of citizens, such as:

• production and distribution/broadcast of print, multimedia or audio-visual material
• web and social media outreach activities that reach a significant number of citizens
• media events
• conferences, seminars, workshops that reach a significant number of citizens
• studies on CAP-related issues (if required to support the implementation of the information measures).

The following activities are NOT eligible:

• measures required by law
• general or statutory meetings
• other activities where the communication and information measures are not the main component.

In case of previous co-financed campaigns, projects must describe their past impact and explain clearly and in details the novelty in the proposed activities for this call.