Organisation type
Charity/third sector
Sector
Environment and sustainability
Food and nutrition
Service
Compassion in World Farming (CIWF) asked Barley to promote its flagship international conference on regenerative and sustainable agriculture, driving awareness and sign-ups among priority audiences. Alongside boosting attendance, the campaign needed to reinforce CIWF’s role as a credible, solutions-focused voice on transforming global food systems — positioning the organisation with media, policymakers and sector leaders ahead of the event.
We developed an integrated media and social campaign grounded in a clear understanding of CIWF’s objectives, audiences and global profile. Early planning focused on aligning messages, spokespeople and content to ensure consistency across markets, while putting robust collaboration and reporting processes in place.
A targeted media strategy sat at the heart of the approach. We prioritised relevant environmental, food, farming and policy media — nationally and internationally — to reach those most likely to influence, attend or amplify the conference. Activity included phased announcements, proactive speaker promotion, opinion-led content and timely news hooks linked to emerging sector debates and new research.This was supported by a coordinated social programme, activating CIWF’s channels and wider speaker networks. Short-form content highlighted speakers and sessions, while longer-form LinkedIn blogs built depth and credibility. Toolkits enabled speakers and partners to extend reach organically, ensuring momentum was sustained in the six months leading up to the event.
The campaign successfully met conference booking targets while raising awareness of both the event and CIWF’s wider work. Barley secured consistent, high-quality coverage across a broad range of relevant outlets — from specialist environmental titles to policy and governance platforms — alongside background briefings with top-tier media.International media releases generated coverage on key themes including alternative proteins and the environmental impacts of industrial farming. This was reinforced by sustained event listings and third-party promotion from NGOs, academic institutions and professional bodies, helping to re-establish the conference as a major moment in the global regenerative agriculture calendar.
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