Case study
International media attention via PR for IDH
Together with local partners, we reached over 30 million people with the sustainable initiative for Ivorian cocoa farmers.
About IDH
IDH transforms markets by putting people, the planet and progress at the heart of the global trading system. Through innovation and investment in inclusive and sustainable solutions, IDH creates scalable change. These include better jobs, higher incomes, a healthier environment and gender equality for as many people as possible. These changes have a long-term focus: through IDH, companies create value for people and planet, while improving their own performance.
IDH's challenge: international media attention
Innovations and investments in people and planet deserve a stage. And since IDH's projects are mostly cross-border, we mean an international stage. Visibility in independent media is indispensable here. This is also the challenge IDH approached us with: using PR to create more international media attention for the organisation, the field in which IDH operates and the solutions they offer for a fairer world.
Our approach: local press approach via partner network
For IDH, we highlight specific projects: we distil the newsworthy aspects from the initiative, process this into a catchy press release which we then offer within our extensive network of media relations. Per country/region, we work together with local partners, who translate our press release native and pitch it to media contacts in their country. This is how we achieve international media attention.
An example of such a project is Cocoaperation. This initiative enables cocoa farmers in Côte d'Ivoire, the world's largest cocoa producer, to transition to more profitable agricultural activities. Thus, by the end of 2025, at least 100,000 households in Côte d'Ivoire are expected to have reduced the average income gap.
"Mediatic helped us with both coming up with a catchy name for the programme, creating a logo and spreading our message towards the right international channels. The result had very high impact and a strong reach within our target audience. Flexible, knowledgeable and fast: very pleasant collaboration!"
- Judy Schnitger-Zwinkels, Director Communications & Engagement at IDH -
The result: thirty million people reached across three continents
For the establishment of Cocoaperation, IDH wanted media attention in the Netherlands, Belgium, the UK, Switzerland, France, the US and Ivory Coast. After intensive lobbying, we published the news through no less than 160 media channels, spread across all those countries. In the Netherlands, these included De Ondernemer and Het Nederlands Dagblad.
Through this broad media reach of more than 30 million people, IDH increases its brand awareness and establishes itself as a serious party making positive impact. Repeating this approach structurally reinforces that position.
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