The document discusses public awareness efforts for resource mobilization at the International Center for Tropical Agriculture (CIAT). It provides examples of successful media coverage in 2007-2009 on topics like climate change, food prices, and biodiversity. It outlines lessons learned for an effective media outreach strategy, including good communication planning, researcher involvement, and institutional support. The document aims to promote CIAT's mission through raising public awareness of its work.

1. Public Awareness for Resource Mobilization A multifaceted & collaborative effort Edith Hesse & the CCC Team May 18, 2009

4. Worldwide Media Impact – Reaching over 50 millions* * Burness Communications. Media Impact of CGIAR Promotions. March 2009 BBC Mundo, Nature, EFE (Spain), Agencia Reforma (Mexico), blogs, web sites. 1.2 mio readers Enola Bean Patent Rejection, Daniel Debouck BBC News, Time, Nature, Science, Radio France International. News coverage in 8 languages. 44.6 mio listeners and readers African Soil Information Service (AfSIS) Launch N. Sanginga BBC World Service – Network Africa; Nature. 27.2 mio listeners and readers Towards More Effective Seed Aid, Louise Sperling Agence France-Presse, Agencia EFE (Spain), TV & Radio. 3.4 mio listeners & readers CGIAR Seed Shipment to Svalbard, Daniel Debouck Financial Times, Scientific American, Reuters, USA Today. 2.2 mio readers Crop Wild Relatives & Climate Change, Andy Jarvis Selected Media Coverage & Estimated Reach Story Title / Researcher

5. Successful LAC – Media Outreach Promoting CIAT with immediate constituencies CIAT -> Cali -> Valle -> Colombia -> LAC -> Worldwide Local news papers; radio, TV Nutritious beans in Colombian fields Local magazine with wide distribution “ CIAT entre las 100 empresas más emprendedoras del Valle” Wide dissemination in LAC media; TV and radio interiews Latin American Rice Revolution – a Response to the Food Crisis Rich coverage in LAC media: press, radio, TV 30 Anniversary – Genetic Resource Unit Combined with “Open House for Journalists” Media Outreach Story

12. Looking forward to making important contributions to CIAT’s mission! Library Training Visitors/Conferences Communications Graphic Design Head CCC Mariano Mejía Olga Lucía González Marleny Sáenz Carlos Saa Eleonora Izquierdo Patricia Fajardo Oscar Chaparro César Otero Rommel Durán Gladys Rodríguez María Fernanda Mejía Andrea Carvajal Neil Palmer Julio Martínez Óscar Idárraga Camilo Oliveros Corporate Communications and Capacity Strengthening (CCC) Team Olive Wahura Thiong’o Adriana Isabel Giraldo Lina María Satizábal Communications Interns Edith Hesse DG Communications Assistant Lynn Menéndez Eduardo Figueroa