Client
CGIAR and IWMI
Service
Public Relations
location
Cape Town, South Africa
From 7 to 9 October 2025, Cape Town hosted the CGIAR Gender in Food, Land and Water Systems Conference. More than 500 researchers, policymakers, development leaders and innovators met to accelerate equality in agrifood systems.
CGIAR asked Admedia to design and deliver an integrated communication strategy across PR, broadcast, digital, social media and visual documentation.
The Challenge
The goal was not simply coverage. It was positioning. The conference needed to reach policy and public audiences far beyond the venue and place CGIAR at the centre of the continent's conversation on gender and food systems.
The team had three days of conference and a short window before and after it to build and sustain that momentum.
The Approach
Before the conference, we deployed a media strategy, distributed two press releases, secured early broadcast interviews and placed an op-ed in IOL. On site, we ran press management, broadcast coordination, spokesperson support and real-time social content.
After the event, we distributed a results release, placed a climate finance op-ed, produced a highlight video and developed the "Voices from Cape Town" legacy booklet.
The Outcome
The campaign secured 30 pieces of earned coverage: 20 online, 9 broadcast and 1 in print. It reached 216.9 million people, with an advertising value equivalent of USD 293,543 and sentiment that was 60 percent positive and 40 percent neutral.
Coverage ran across South Africa, Kenya, Nigeria and pan-African platforms, including SAfm, CapeTalk, IOL, Bizcommunity, Channel Africa, Africa.com and KBC Channel 1.
"Gender equality is not peripheral to food systems transformation. It is central to it."
—
CGIAR Gender Conference
,
Key message, Cape Town 2025
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