Sustainability Friendly European Dairy Program 2

InLac, the Interprofessional Dairy Sector Organization, is committed to European promotion programs, which allow conveying the importance and reality of an ever-evolving sector to society. With a clear focus on sustainability, both the Interprofessional and the EU constantly strive to combat the spread of fake news circulating about the sector, seeking to damage its reputation. This project represents continuity in the creative and execution strategy to consolidate the message aimed at our target audience, primarily the younger generations. The goal is to strengthen the sector's future, awaken young people's interest in farming, and simultaneously curb the decline in dairy consumption in Europe. The project is based on modern communication, tailored to our target audience and the environments they operate in, with messages prioritizing sustainability at all levels. Digital environments will be prioritized to maximize reach and impact, but visibility will also be sought in rural areas through outdoor supports and a roadshow. The proposed campaign is innovative and diversified, encompassing various media and activities to achieve the goal of increasing dairy consumption. It is expected that at least 50% of impacted consumers will positively consider the importance of sustainability, animal welfare, and social and economic sustainability when deciding to purchase a European dairy product. Additionally, the aim is to increase the agreement level on these motivational purchase factors by 10% at the end of three years, which will help curb the trend and positively correct sales values by 0.5% in Spain and 0.15% in Belgium over the next three years. With a fair balanced budget between the two markets, significant positive returns are projected, with an estimated ROI of 9.46 for the entire program, reaching 192,067,000 contacts. The project is complemented by additional sector efforts to achieve a sustainable and lasting impact on the European dairy industry.