For the second consecutive year Accela was presented with the challenge of building public awareness, appreciation and participation in the People’s Knowledge Fair, executed by donor agencies and organisations not top of mind among the general public. In 2021, the mission was to get people to care about the impacts of Climate Change and the need for Food Security. There was particular focus on the importance of bees, beekeeping and the local hosting the tenth Association of Caribbean Beekeepers Congress.
Present the Knowledge Fair as a must-attend event. Show people the beauty and possibilities of beekeeping in the communication pieces used and utilize the media as allies in the promotion of the People’s Knowledge Fair.
All communication pieces were designed to be as exciting, slick and engaging as those used to promote popular cultural events. It was essential to get the calendar of events into the hands of the public so they cold plan attendance in advance. The media were given special focus with interviews scheduled over a two (2) week period before the knowledge fair, with access to the key experts so they could give the listening audience a preview of the info-rich, empowering upskilling and unique apiary experiences at the Fair, created buzz in advance. This, combined with press and video news releases on the Knowledge Fair UWI Open Campus Country Conference, and the National Honey Show Training Workshop, video interviews/sound bites with experts and extensive Social Media promotion, made the event a memorable success.