Norwegian mineral fertiliser company Yara has been doing business in
Yara International ASA is the world’s leading supplier of plant nutrients in the form of mineral fertilisers, an essential ingredient in modern agriculture. Yara, based in
The Foundation’s main purpose is to award the annual Yara Prize to recognise exceptional efforts to reduce hunger and poverty in
In 2007, the company decided to carry out PR around the conference and the prize for the first time, and hired Weber Shandwick to publicise the event in Norway, and internationally, as well as getting support for the initiative from the wider development community. One of the biggest challenges the team had to overcome was scepticism from environmental and development NGOs towards any African initiative driven by the private sector.
Desktop research identified key media outlets and potential partnerships with NGOs and businesses. As experienced advisers in this area, Weber Shandwick recognised the need to gain credibility with the “
The objectives of the campaign were:
• Demonstrate to other private sector players that investing in
• Achieve support and buy-in from the international development community for public-private partnerships as valuable and credible contributors to the “African Green Revolution”.
• Achieve quality