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?