From 7–9 October 2025, Cape Town hosted the CGIAR Gender in Food, Land and Water Systems Conference 2025 under the theme “Accelerating Equality in Food, Land, and Water Systems: Driving Solutions through Evidence and Learning.” The convening brought together over 500 researchers, policymakers, development leaders, and innovators committed to advancing gender-responsive transformation in agrifood systems.
To ensure that the conference influenced conversations far beyond the venue, Admedia Communications was mandated to design and execute a fully integrated communications strategy spanning PR, broadcast, digital, social media, and visual documentation.
The outcome: 30 pieces of earned media coverage, 216.9 million reach, and USD 293,543 in Advertising Value Equivalent (AVE).
The objective was not simply coverage. It was positioning.
Admedia was tasked with:
- Developing a unifying PR and media narrative
- Identifying compelling media angles aligned with continental discourse
- Securing high-impact placements across Africa
- Delivering real-time digital storytelling
- Producing professional photography and videography assets
- Sustaining post-event engagement
PR & Media Impact at Scale
The campaign secured 30 pieces of coverage across digital, broadcast, and print platforms:
- 20 online publications
- 9 broadcast features
- 1 print placement
Total Reach: 216.9 million
Total AVE: USD 293,543
Sentiment: 60% positive, 40% neutral
Coverage spanned South Africa, Kenya, Nigeria, and pan-African platforms; reinforcing CGIAR’s thought leadership in gender-responsive agricultural innovation.
Key placements included:
- SAfm
- CapeTalk
- IOL
- Bizcommunity
- Channel Africa
- Africa.com
- KBC Channel 1
This footprint embedded the conference within broader continental discourse on climate resilience, agricultural innovation, and inclusive development.
As emphasized during the conference:
“Gender equality is not peripheral to food systems transformation it is central to it.”
And equally:
“Evidence must translate into policy, and policy must translate into opportunity for women and youth.”
Precision Execution: Before, During & After
Pre-Conference
- Developed and deployed a comprehensive media strategy
- Drafted and distributed two press releases
- Secured early broadcast interviews
- Placed a high-impact op-ed in IOL
- Coordinated media confirmations for a post-conference roundtable
- Momentum was built weeks before delegates arrived in Cape Town.
During Conference
Admedia provided on-the-ground media facilitation, including:
- Press management
- Broadcast coordination
- Spokesperson support
- Real-time content deployment
- Interviews were secured across multiple high-impact platforms, ensuring that expert voices reached both policy and public audiences.
Post-Conference Legacy
Post-event execution included:
- Distribution of a results-driven press release
- Placement of a climate finance op-ed
- Additional broadcast interviews
- Highlight video production
- Development of the “Voices from Cape Town” legacy booklet
- Structured content calendars for continued amplification
- This ensured sustained relevance beyond the three-day event window.
Integrated Social Media Campaign
Admedia led full social media design and content development, executing a phased rollout:
Pre-Conference
- Registration campaign
- Countdown creative
- 26 speaker bio cards
- 4 plenary cards & 7 parallel session cards
- Highlight video from the 2023 conference
During Conference
- Real-time quote cards
- Session insights
- Digital engagement amplification
Post-Conference
- Highlight reel
- Interview rollouts
- Digital legacy publication
- The strategy converted physical engagement into digital momentum expanding visibility across CGIAR’s platforms.
The collaboration between CGIAR, IWMI, and Admedia Communications was structured and effective, supported by consistent coordination.
Key recommendations for future global events include:
- Earlier multi-stakeholder messaging alignment
- Advanced finalization of media roundtable topics
- Expanded on-site content resourcing for parallel sessions
- Tiered social media approval workflows for faster publishing
- These refinements will unlock even greater communications impact.
The CGIAR Gender Conference 2025 was not only a gathering of experts it was a platform shaping policy dialogue and scientific leadership across Africa and beyond.
Through integrated strategy, proactive media engagement, and disciplined execution, Admedia Communications ensured that the conference achieved:
- Continental visibility
- Measurable media value
- Sustained post-event relevance
