European Union Delegation to Sierra Leone

The mission of PivotPath, in partnership with the European Union Delegation to Sierra Leone, was to ensure maximum exposure of agro-technology initiatives in Sierra Leone through the successful receipt of the Delegation’s Call for Proposals.

Summary:

Under its Jobs & Growth Programme, the European Union Delegation to Sierra Leone launched a call for proposals for agro-technology development.

The purpose was to increase private sector investment in technology and innovations in the country. This is a uniquely competitive opportunity for Sierra Leonean organizations and SMEs seeking to develop and/or expand sustainable agro-processing and agribusiness innovation and technology. 

About the Client: 

The Delegation of the European Union in Freetown is one of 139 European Union Delegations around the world, serving the European Union interests as a whole, in so far as they are concerned with:

  • presenting, explaining and implementing the European Union policies;
  • analysing and reporting on the policies and developments of the countries to which they are accredited;
  • and conducting negotiations in accordance with a given mandate.

Delegations are also involved in the conduct of the common foreign and security policy (CFSP), providing regular political analysis, conducting evaluations jointly with Member State embassies and contributing to the policy-making process.

In Sierra Leone, the European Union cooperation programme covers a range of target areas such as infrastructure, governance, macro-economic support and rural development. The EU cooperation programme in Sierra Leone is presented in the Country Strategy Paper for Sierra Leone which has been developed with the national authorities. The European Union Delegation in Freetown manages cooperation projects developed in the framework of the Country Strategy Paper

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The Challenge:

The European Union Delegation (EUD) to Sierra Leone wanted to promote its Call for Proposals to fund Small Business Enterprises aiming to develop or grow agro-tech initiatives within the country. The EUD contracted PivotPath to provide communications and awareness of the Jobs and Growth Programme funding opportunity, and highlight existing projects within the agro-tech space.

The Agro-Tech call for proposals was designed based on the positive experience gained under the Agro-business Development from Organic Resources (ADORE). This is an initiative funded by the European Union and jointly implemented by the Welthungerhilfe organisation, Moawoma cooperative, Lizard-Earth and Door to Europe companies. In collaboration, the group aimed to support production and processing of organic cacao into chocolate bars made in Sierra Leone. 

The ADORE project will stimulate the sustainable growth of the Sierra Leonean agri-business sector, particularly in Kenema and Kailahun. The project aims to build inclusive partnerships between value chain stakeholders at all levels by linking farmers with the national and international markets.

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The Solution

PivotPath team members traveled to Sierra Leone to conduct interviews and desk research as a basis to better understand the landscape and current communications. The team then crafted a strategy, formulated it into a strategic communications plan and oversaw and conducted the implementation as follows:

  • 4 Video productions featuring Ambassador Vens announcing the call for proposals.
    • A virtual information session that was attended by over 210 interested applicants, and highlights from the EU funded ADORE project. 
  • 11 Newspapers and specialized magazine coverage, social media coverage throughout the campaign initiative, with over 33 publications. 
  • A series of articles written and approved on agriculture innovation and technology development in the world.
    • This included a specific case study in neighbouring countries and in Sierra Leone to illustrate the relevance of the initiative shared across 12 newspapers and magazines.
  • 4 Radio jingles in rotation across 13 radio stations in the country. Jingles in English, Krio, Temne and Mende.

The Results

Due to the following deliverables, the Jobs and Growth Programme had over 8,000 impressions with two months and reached over 224 small business enterprises within the country.

With the successful promotion of the Agro-Tech Development initiative, agriculture can play a vital role in boosting the country’s economic growth. These initiatives can provide sustainable and climate-smart agro-development. In turn, this can improve agriculture efficiency and promote economic self-sufficiency for young (and seasoned) agri-preneurs, particularly women and young adults.

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