Without water, the Algarve orange dies
Without water, the Algarve orange dies
Challenge
On January 17, the government announced water supply cuts in the Algarve, hitting the agricultural sector particularly hard, while hotels and golf courses maintained virtually the same consumption levels. In response, Algarve farmers sought help to support them in defending their interests.
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Strategy
The Commission for Hydro-Agricultural Sustainability in the Algarve (CSHA) was formed to provide a single entity that could speak with one voice to various stakeholders, policymakers, and the press. Corpcom outlined a three-pronged awareness campaign over the course of just three months, including a protest that disrupted traffic in the Algarve and mobilized all major media outlets.
Results
The result of this campaign translated, in just three months, into over 380 news items, a quarter of which were television reports and live broadcasts totaling more than 12 hours, reaching 29 million people. One month after the protest, the government eased water cuts and announced €133 million in funding for water projects in the Algarve. From a small group of farmers, an entity was born that is now relevant to policymakers and with which the government and local authorities must engage.
Other success stories
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