PARC Communications organised two campaigns to raise awareness among agricultural producers and beekeepers about the need to protect bees under the slogan # PeopleforBees (#OameniPentruAlbine) and about the BeeProtect web application as a new communication platform, which were organised by UniAgroProtect, the Republican Union of Agricultural Producers Associations, and the National Agency for Food Safety (ANSA) in partnership with the National Association of Beekeepers of the Republic of Moldova (ANARM) with the support of the USAID Rural Competitiveness and Resilience Activity in Moldova.

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Task:

The launch campaign should highlight that the absence of co-operation between agricultural producers and beekeepers, as well as the uncontrolled use of chemicals in agriculture, endangers thousands of bee families and results in the death of hundreds of bee families every year. And the next campaign underlined the fact that from 1 January 2023 agricultural producers are obliged to register land treatment works with phytosanitary products, and beekeepers - apiaries, in the information system BeeProtect.md, managed by the National Agency for Food Safety (ANSA). The BeeProtect.md system is a platform for communication and informing agricultural producers and beekeepers about spraying of crops and placement of apiaries near agricultural fields.

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Challenge:

Every year, cases of mass intoxication of bees are registered and observed on the territory of the Republic of Moldova. This causes enormous damage to beekeepers, ultimately affecting the entire beekeeping sector and consumers of natural honey. At the same time, pollination of crops by bees can increase yields by up to 40%. In search of a solution, including analyzing the experience of other countries, the information system BeeProtect was developed, which allows real-time exchange of information not only between farmers and beekeepers, but also with relevant government institutions, such as ANSA (central office and territorial units) and local authorities. At the same time, amendments were introduced in the legislation of the Republic of Moldova, which made registration in BeeProtect obligatory, with penalties for non-compliance and non-fulfillment of the law.

However, despite possible sanctions, both beekeepers and agricultural producers were not ready to interact and use the BeeProtect system, did not trust that it would work and did not want to assume new responsibilities.

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Resolution and Results:

The idea of the launch campaign – “We can save bees and have a good harvest only through effective communication and cooperation between farmers and beekeepers. To make this information available, a video clip, infographics for social networks, booklets, posters and outdoor advertising were developed for placement in the regions. The most active phase of the campaign was carried out during the start of work on the protection of perennial plantations, coinciding with the period of flowering and pollination.

Within the second campaign, a communication campaign aimed at motivating the use of the BeeProtect.md information system was developed and implemented. The concept was based on two-way motivation of both beekeepers and agricultural producers, showing that it is EASY and SAFE to work with BeeProtect:

• A video on the importance of applying the app with step-by-step instructions on how to use it was developed and produced and posted on TV channels, online portals and social media.

• A guide to the application, posters, booklets and infographics were developed to reinforce key messages, as well as targeting and training participants

• A press conference was organized with the Minister of Agriculture and Food Industry and the General Director of the National Food Safety Agency (ANSA)

• Text sms messages in Romanian and Russian were sent targeted

• A content plan was developed to promote the information for agricultural producers and beekeepers on social media using paid promotion in the flowering period of plants

The implemented idea of #PeopleForBees also reached a wide audience interested in the preservation of biodiversity. For example, in a video posted on the central TV channels, the idea was taken that without bees, most of the usual plants, fruits and vegetables would disappear, and that not only beekeepers, agricultural producers and authorities, but also everyone who cares about the fate of future generations can take care of bee protection.

After the information campaign, the number of new users of the BeeProtect.md system has been steadily increasing both on the side of beekeepers and agricultural producers.