EFSA Stakeholder Consultative Platform
Brussels, 8 April 2011
Update on EFSA’s Communication activities:
introducing a thematic approach
Anne-Laure Gassin
Director of Communications, EFSA
Agenda
• Introducing a thematic approach:
– Key considerations and next steps
• Upcoming communications activities on key
scientific and corporate issues
• Working session on risk communications –
Parma, June 2011
2011: Implement a thematic approach
Integrated communications plans:
•across all tools and channels
•themes reflecting both consumer
concerns & public health priorities
•continous “campaign” approach
with key milestones (eg. zoonoses:
annual report, baseline surveys,
opinions of BIOHAZ, AHAW,…)
•covering all relevant aspects of
EFSA’s work in an area
Implement thematic approach:
benefits
• Increase impact & effectiveness
• More meaningful, relevant communications, ie
help users better understand context & rationale
for EFSA's work
• Facilitate dissemination of coherent messages
• Opportunity to strengthen co-operation with
Member States
• More efficient/effective use of resources
Thematic approach: what will change?
What will this look like?
• Communicate the benefits, results, impact of EFSA's
work over time
• Move focus from individual outputs to "key issues"
• A continuum of communications on key themes
– Integrating all outputs in a given area but focusing on
those which provide real "news" value
– Opportunity to build plan and coordinate actions with
Member States
• More effective use of website to better explain overall
work and structure thematic approach
• New tools (eg fact sheets, videos, leaflets with MS…)
Implications of thematic approach for
EFSA Communications
Human/public health(biological risks; nutrition;
chemicals and other
contaminants..)
Environmental
safety
Animal
health
Agrofood
innovation
Plant
health
– Animal health
– Human/public health
(biological risks;
nutrition; chemicals and
other contaminants..)
– Environmental safety
– Agrofood innovation
– Plant health
• Pursue web developments
to further integrate comms
with MS
• Need to ensure that EFSA image, remit, key contribution is duly reflected in
communications approach (vs themes which convey only partly what EFSA
stands for)
• Will require further developments – in particular of EFSA website-- to more clearly
communicate EFSA's major areas of work and contribution in areas such as:
Criteria for selecting key themes
Laid down in Communications Strategy 2010-2013, ie take
into account similar criteria as for communications on
individual outputs:
•Significance of risk assessment findings
•Nature of the risk (eg emerging, possible, identified &
confirmed)
•Potential public health impact
•Legislative and market contexts (as appropriate)
•Urgency of the request
Inputs for topic selection
• Corporate priorities and objectives (ie Strategic Plan,
Management Plans..)
• Research: Eurobarometer, target audience..
• Analysis of communications uptake (eg media
monitoring analysis, web user traffic and stats…)
• EFSA image guide (ie what do we wish to stand for?)
• Specific input and feedback from: DG SANCO, Advisory
Forum, Stakeholder Platform…
• SANCO priorities/roadmap?
• Medium term planning
• Requests for scientific advice
• (other?)
Antibiotics residues in meat:
CYPRUS, THE NETHERLANDS
Pollutants like mercury:
FRANCE
Pesticide residues: GREECE, LITHUANIA,
ITALY, LUXEMBOURG, BULGARIA, HUNGARY,
FRANCE, MALTA, SLOVENIA, GERMANY,
BELGIUM, AUSTRIA
Additives in food and drinks:
POLAND, ROMANIA
The welfare of farmed
animals: SWEDEN,
UNITED KINGDOM, FINLAND
Quality and freshness of
food: LATVIA, LITHUANIA,
PORTUGAL, SPAIN,
DENMARK, MALTA,
ESTONIA, IRELAND
Top concerns in Member States
GMOs: AUSTRIA
Risk perception:
Country differences
QF4: Please tell me to what extent you are worried or not about the following issues.
Food poisoning from
bacteria: BULGARIA,
CZECH REPUBLIC, SLOVAKIA
EFSA in the news - 2010
Total coverage 2010 (8330 articles vs 9126 in 2009)
0
200
400
600
800
1000
1200
January February March April May June July August September October November December
No
. o
f a
rtic
les
EC approved
GM AMFLORA
potato
EFSA publishes the
2nd Annual Report on
Pesticides Residues
EFSA updates advice
on bisphenol AThe EC clears 5 GM
maize types for food and
feed uses in the EU Eurobarometer
survey
&
Technical
meeting on gut
and immune
function claims
Cloned meat
enters the UK
food chain
MB and
Independence
Danone’s
withdrawal of
health claim
applications for
Activia and
Actimel
Share (%) of press releases/web
stories in 2010
Total 60 activities (Science)
Media coverage (%) per issue - 2010
% PR / WNS % COVERAGE Coverage vs. Outputs
NDA – 9% Nutrition / Health claims - 14%
Nutrition & Novel foods - 14%>
GMO – 11% GMO – 18% >
AHAW – 6% Animal Health & Welfare - 5% =
CEF – 13% Bisphenol A – 9%
Flavourings – 2%
Food contact materials – 2,6%
=
ZOONOSES – 8% Zoonoses – 4% <
PLH – 6% Plant health – 0,38% <
TOTAL: 60 (Science) TOTAL: 8.330 articles
75 (All)
EFSA outputs vs. EFSA media coverage
Possible candidates for thematic
approach
• Independence
• Zoonoses
• Pesticides
• GMOs
• Nutrition
• Innovation
• Chemicals in Food
Managing issues & opportunities
Ad hoc approach still required for key issues and
opportunities eg:
•Rapid response issues (eg dioxins)
•Animal transport
•Meat inspection
•Topical issues such as BPA, colours etc…
•EFSA’s 10th Anniversary in 2012
•Etc…
Kicking off thematic approach: 2011
• Pilot the approach with:
– Independence
– Zoonoses
• Further refine current thematic approach on
GMOs
• Assess and recommend web developments
required to:
– enhance delivery of EFSA equity (umbrella themes
e.g. on EFSA’s website)
– integrate the thematic approach
– strengthen coordination/link with Member States
Thematic approach: zoonoses
Develop an integrated communications approach to
zoonoses:
•Communicate EU "success stories" in combatting, reducing
prevalence of zoonoses in animals and humans
•Joined up approach with Member States and European
Commission (integrating EU agencies as appropriate)
•Opportunity to involve key stakeholders
•Long term communications project
Key focal areas:
•Salmonella
•Campylobacter
Thematic approach: Why Zoonoses
EFSA work on Zoonoses is a positive story to tell.
It is:
- a very important risk to public health
- concerning all (EU/MS risk assessors, risk managers, stakeholders)
- a crucial part of EFSA´s work
- a story where all work together to solve it
The issue:
-The positive story is not known
-Positive news travels less well
- Significant media coverage on annual Community Summary Reports
(league table angle)
18
QF3: Could you tell me in your own words, what are all the things that come to your mind when thinking about possible problems or
risks associated with food and eating?
Chemical products, pesticides and other toxic substances are the major concerns
EU consumers more concerned about
chemical than biological hazards
Source: 2010 Eurobarometer on Food-related Risks
19
QF8: Now we would like to know if you think that public authorities in the European Union are doing enough to protect
you from these possible risks.
Public authorities in the EU are perceived as doing enough to protect them from possible risks from animal infections and diseases
The perceived effectiveness of
public authorities on zoonoses
20
Thematic approach: Zoonoses
AIM: Help our target audiences to become aware, understand, appreciate and advocate our work and how we cooperate with others in the area of Zoonoses
Awareness
Understanding
Appreciation
Advocate
21
Zoonoses: Today
Why important?
Harmless?
Deadly?
What is it?
Anti-microbial resistance?
Salmonella
Cysticercus
Campylobacter
Bruccellose
Rabies
Listeriose
Q Fever
What: EFSA Role?
Not Important?
Leptospirose
Rabies
Rabies
Dangerous?
ECDC Role?
MS Role?
E. coli
Clostridium
Trichinella
Food-borne
How transmitted?
Close contact
Vector-borne
BSE
How: EFSA helps 22
Zoonoses: Tomorrow
- Why important?(Public health issue effecting 320.000 citizens; > 400 deaths etc.)
- What is it?(Infectious disease transmitted between animals and humans)
- Who is involved?(EU food safety system, ECDC, MS, stakeholders etc.)
ZOONOSES STORY(Simple and understandable)
23
Zoonoses: Tomorrow
- How does EFSA contribute to public health?- Data collection in cooperation with ECDC
- Analysis of risk factors- Risk assessment- Advice on reduction
- What are the benefits success stories?-Salmonella in laying hens from 20% to 2%
- Human salmonellosis decreased by 17%
-Explained first through most relevant examples:- Food borne diseases:
=> Second step: Listeriosis and AMR (2012)
ZOONOSES STORY(Simple and understandable)
Salmonella & Campylobacter
24
• Illustrate the work of EFSA in a comprehensive
manner, covering and explaining the role of all the
Panels/units - (BIOHAZ, AHAW, Zoonoses)
• Show connection with EC, MS and other
specialised EU and international bodies
• Definition of target audiences and relevant
communication messages and tools
• Explore opportunities for stakeholder involvement
Zoonoses thematic approach
Coherent message on key results
Zoonoses in the news
EFSA and ECDC zoonoses report shows salmonella in
humans falls for fifth consecutive year
L’Union europèenne a
réussi a diminuer le
nombre de cas de
salmonelle
La bacterie listeria
Food safety: Fall in number
of human Salmonella cases
Listeriose matou 270 pessoas
na União Europeia em 2009
Salute: EFSA, salmonella in calo
per 5/0 anno. 5.500 epidemie
Los enfermos por salmonella
aumentaron en España y bajaron en la UE en 2009
På et år faldt antallet af tilfælde i Danmark med 42 pct. Rapport giver et bud
på årsagen
SICUREZZA ALIMENTARE. EFSA: diminuiscono i casi di salmonella
EFSA registreerde minder uitbraken van Samonella in
2009
Zoonoses: next steps
• Agree key focal areas
• Build message "storyhouse" focusing on key
targets and impact/benefits of work
(why/what/who/when/how)
• Define/agree comms calendar for 2011-2013
• Build an integrated calendar with input from
European Commission, Member States and
Stakeholders
EFSA’s overview of upcoming scientific issues
and related communication activities
Animal Welfare
EFSA’s self mandate on the development of guidance for the risk
assessment (RA) of animal welfare
This work is based on 3 external reports (Art.36 ) structured on the following
topics:
• Stunning and killing
• Transport
• Housing and management
Launch for public consultation in May, possible adoption September.
Communication activities:
• Highlight on launch of the public consultation (on website)
• Topic A-Z update – Animal Welfare
• Animal newsletter
• PR following final adoption30
BIOHAZ Panel
Campylobacter in chicken meat
EC asked BIOHAZ Panel to evaluate possible measures to reduce cases
of human Campylobacteriosis associated with consumption of chicken
meat.
Communication activities:
• Opinion adopted in March 2011
• Publication wk 4 April 2011
• Press Release
• Web-topic update - Food-borne diseases
31
Zoonoses
Annual EU Report on
antimicrobial resistance in zoonotic agents (2009)
Report on the prevalence of antimicrobial resistance in food-borne diseases.
Joint opinion with ECDC (second part of the Annual Report on Zoonoses).
Communication activities:
• Press release – May 2011
• Topic A-Z update - Food-borne diseases
32
Plant Health
Pest risk analysis on Phytophtora ramorum - May 2011
(Commonly known as “sudden oak death”)
• Fungus like organism affecting oak trees, rhododendrons and other plant
species
• Risk analysis and revision of latest scientific information on this organism
• Highlight and update of the Plant Health topic on the website
33
Health claims
4th series of general function health claims (63 opinions covering
442 health relationships)
Publication in week of 4 April 2011
This batch contains opinions adopted between Nov. 2010 and Jan. 2011
Comms activities
•Web news story
•Update key topic on health claims
34
Health claims
Launch by end of April of on-line consultations on:
• Health claims related to post-prandial blood glucose responses/blood
glucose control; health claims related to weight management/energy
intake/satiety.
• Health claims related to protection against oxidative damage; health claims
related to cardiovascular health.
• Health claims related to bone, joint and oral health; health claims related to
cognitive function.
Comms activities
• Home page highlight to announce the launch
• Update of consultation page
35
Aluminium in food
EFSA to evaluate a new study related to the bioavailability of
aluminium (by 30 April 2011)
•This statement will update EFSA’s 2008 opinion on the safety of aluminium
and will be finalised with the help of members of the ANS, CEF and CONTAM
Panels involved in the 2008 opinion
Comms activities
•Update of key topics on food additives
•Possible web news story (depending on outcomes)
•Newsletter on Food
36
“Europe Day” 2011
Celebrations for Europe day (9 May) in Parma:
“Festa dell’Europa” 2011
•One week of events (2-9 May), co-organised with local authorities, Parma
University and the EC Representation in Milan
•Programme involving 30 local partners: public debates and conferences,
educational initiatives for students and the general public
Comms activities:
•Press release, radio interviews, promotional material to launch the week (end
of April)
•Daily media activities (highlights to journalists, interviews) during the event
37
Pesticides
Revision of the Guidance Document on Dermal Absorption
New guidance document for assessing risk deriving from dermal absorption of
pesticides (public consultation expected in the Autumn).
Scientific opinion linked to guidance document due for adoption in July.
Communication activities:
•Web news story
•Topic update in pesticides
•Plants newsletter
38
Acrylamide in food
Annual EFSA scientific report on acrylamide levels in food
Report being compiled following data received by Member States for 2007-
2009
Communication activities:
• Final report including exposure assessment due in April 2011
• Web news story
39
GMO
Food/Feed guidance document for risk assessment of GM plants
Culmination of EFSA guidance documents on GM plants carried out since 2006
(e.g. guidance on stacked events and selection of comparators). Likely
adoption in April.
Communication activities
• Press release
• Homepage highlight
• Topic update GMO
• Plants newsletter
• EFSA news
40
GMO
Updated guidance document on risk assessment for GMMs
Created to provide better assistance to applicants for the preparation and
presentation of applications involving genetically modified microorganisms
Public consultations finished on 31st Jan 2011. Likely adoption in May.
Communication activities:
• GMO Topic update
• Food & Feed newsletter
41
GM Animals
Draft guidance for the food and feed safety assessment of
products derived from GM animals
Guidance describing the type of data needed to perform the risk assessment of
food and feed derived from GM animals.
Mandate from the EC: covers food/feed safety, animal health welfare and
environmental risk assessment (2012).
First opinions will be launched for public consultation in summer 2011: fish,
insects (honey bee), birds and mammals.
Communication activities:
• PR
• GM animal topic update
• Animal newsletter
• FAQs
42
Artificial sweeteners:
recent scientific publications
• Second half of 2010 : two publications on the safety of
artificial sweeteners:
• Soffritti et al., 2010 focusing on the potential
carcinogenicity of aspartame in mice conducted by the
Ramazzini Institute
• Halldorsson et al., 2010 Epidemiological study
examining the association between the consumption of
sugar-sweetened and artificially-sweetened soft drinks
and the risk of preterm delivery in Danish pregnant
women
43
Artificial sweeteners:
communications
• 21 January – Highlight indicating ANS Panel to
look at studies at 1-3 February meeting
• 3 February – Web story on ANS Panel scientific
statement advising EFSA on further work
• 28 February – Web story on EFSA statement
indicating studies do not give reason to
reconsider previous safety assessments of
aspartame or other sweeteners. EFSA work
carried out in close cooperation with Anses.
• 14 March – FAQ on "Chemicals in food"
Artificial sweeteners:
communications
• 15 March – Anses opinion published
• Significant media and stakeholder interest
– 16 March – EFSA presentation at ENVI committee
hearing on aspartame
– Jan-end March – 26 media requests; 89 articles
mentioning EFSA/aspartame
Next steps:
• ANS Panel opinion with further analysis of Soffriti study
and addressing suggested implications of methanol (end
2011
• Anses opinion on risk/benefits of artificial sweeteners
(2012)
Recent communication activities of
interest
GMO: Draft guidance on selection of comparators for GM plants
Web news story on workshop on comparators hosted by EFSA in Brussels on
31st March
Launch of new call for scientific experts to join EFSA Scientific
Committee and Panels
EFSA Statement on the safety of irradiation of food summarising
conclusions and recommendations outlined in 2 opinions:
• BIOHAZ Panel on the efficacy and microbiological safety of irradiation of
food
• CEF Panel on the chemical safety of irradiation of food
Nuclear power plant incident in Japan
46
Nuclear power plant incident in
Japan
• Key messages:
– EFSA is monitoring the situation
– Ready and willing to assist as necessary
– Not responsible for the risk assessment of radiation
contamination
– Informed about responsible bodies
• DG ENER
• Joint Research Centre
– Links to relevant third party sources of information
Upcoming scientific issues
for EFSA Communications
Working session on risk communications:
co-operation between EFSA & stakeholders
Co-operation with stakeholders in
risk communications
Proposal for an interactive session on risk communications
Date: 29-30 June
A working session reviewing communications on 2-3 topics
on which EFSA has issued advice and/or key issues eg:
•Bisphenol A
•Health claims
•GMO – environmental risk assessment
•Pesticides
•Zoonoses
•Independence of scientific advice
Co-operation with stakeholders in
risk communications
Working session with stakeholders to review:
•How risk communications played out (not only EFSA, but
all actors)
•Key messages conveyed: what worked, didn't work; did
messages get through; were they the right messages; were
they consistently communicated etc…
•Actors in the media: who spoke on the issue, why, how?
Message analysis..
•Tools and channels: right tools? Effective? Reached
audiences?
Co-operation with stakeholders in
risk communications
Next Steps:
Work with Members in developing agenda and
meeting format
Volunteers?
Your thoughts and ideas??
52
THANK YOU!
QUESTIONS?