1^ european campaign for promotion of mediterranean diet
TRANSCRIPT
1^ European Campaign for Promotion of
Mediterranean Diet
Italian project on www.lanostradietamediterranea.it
THE MEDITERRANEAN DIETRecognised by UNESCO as Intangible Cultural Heritage in November 2010, the Mediterranean Diet is a balanced, active and sustainable lifestyle. A "food style" that is also “lifestyle“ and a research for balance, health, well-being and sociability .
The Mediterranean diet embodies an integrated system of skills, knowledge, practices and traditions that ranges from territory to the table, passing through crops , harvest, fishing, processing, preservation, preparation an, in particular, the consumption of food and its connection with the society.
This pattern is about to be rediscovered not only by scientists, but by all citizens . For the good of us all, for the Planet’s sake.
The “European Campaign for the Promotion of Mediterranean Diet” is a project promoted by the
International Foundation of Mediterranean Diet (IFMeD), a pole of multi-disciplinary experts founded
in 2014 that gathers together the world’s leading figures in Nutrition and Mediterranean Lifestyle.
AN IFMeD CAMPAIGN
The mission is to promote and actualise the Mediterranean Diet, the
one that is authentic and the result of scientific research. The
Mediterranean Diet that talks to us all.
To do so, IFMeD actively engages the world of Academics and of the
Research. All the Institutions, the citizens/consumers and the
representatives of the private sector that embody Mediterranean values.
Lluis Serra MajemChairman IFMeD
Here are the first Countries that will join the mission of the European Campaign.
The IFMeD Campaign consists in different and specific projects for each Country .
COUNTRIES ON BOARD
ITALY PROJECTwww.lanostradietamediterranea.it
Main partner Italia
Sandro DerniniForum on Mediterranean Food Cultures - General
Secretary IFMeD
Roberto Capone CIHEAM Bari
THE CALL
Carlo La VecchiaUniversità di Milano
Lorenzo Maria DoniniCIISCAM Roma
THE ITALIAN EXPERTS OF IFMeD CAMPAIGN
«Despite in 2010 the Mediterranean Diet has been
recognised as Intangible Cultural Heritage of Humanity
by UNESCO, we are taking distance from our culture’s
values and we are letting new unbalanced and incorrect
patterns in. Misinformation and non authoritative
sources destabilise the population and facilitate
unhealthy dietary patterns.
If we intend to rediscover and to actualise our dietary
identity in a globalising context that brings to an
evolution of our lifestyles, then the need of trustworthy
and sharp sensitising campaigns can’t be delayed.»
The Mediterranean Diet is a key element of Italian lifestyle, meant as one
of its more positive and appreciated values. To promote it, means to take
place at the heart of global trends in Nutrition and Wellness and the
connection between man, food, environment and society.
Thanks to an authentic history, which doesn’t only speak about food, but also
of a positive Nutritional System, of lifestyle, of culture and of a historic
tradition, the Mediterranean Diet has become the standard bearer of all
Made in Italy food. MD is the symbol to create and make real a nutritional
system of Italian Food and Wine able to promote it around the world.
A ‘SYMBOL’OF ITALY
BIG NEWS:MED DIET 4.0
IFMeD’s research group has published a new Mediterranean Diet pattern,
MED DIET 4.0, which takes into consideration 4 dimensions: cultural,
environmental and economic aspects are integrated with nutritional values.
This is because, diet is not just “a nutrition rule” but a “lifestyle rule” that
has a deep impact on health, on the environment and on society.
HEALTHYCULTURAL
ENVIRONMENTALECONOMIC
THE INTERACTIVEPYRAMID
LOW ENVIRONMENTAL IMPACT
POSITIVE EFFECTS ON THE LOCAL ECONOMY
HIGH SOCIO-CULTURAL VALUE
CERTAIN HEALTH BENEFITS
An itinerant and interactive installation, risen by the
collaboration of the most eminent international
experts in the field, authorities and Italian and
international research centers, that wants to promote a
new model of Sustainable Mediterranean Diet, the
MED DIET 4.0, reshaped in a more contemporary vision
on 4 dimensions: healthy, cultural, environmental and
economic.
THE AIMS
TO TALK
of Italian Mediterranean Diet as a dietary
system which lives through the nutritional
dialogue of its food, and promotes the
enhancement of health and sustainability.
TO ACTIVATE
A network of Italian Mediterranean Diet
Ambassadors, that has a positive impact and
that involves Institutions, celebrities, NGOs,
Universities and Media.
TO SENSITISE
people on the authentic meaning of the
Italian Mediterranean Diet through
practical tools and to strengthen the
connection to our dietary pattern.
THE ACTIONS
MED CULTURE
An online and offline
communication strategy and local
events that will engage citizens on
Mediterranean Diet.
MED SCHOOL
An initiative dedicated to lower secondary
school, that want to educate «tomorrow
citizens», the future of our food culture
and of our society.
MED TOUR
Events and scientific congresses throughout
Italy, in order to promote the Italian and
Mediterranean food system.
MED TOURA series of events focused on food and nutrition.
Conferences in Italy to promote the Italian and
Mediterranean food system.
The campaign was launched on 7th July 2016 in
Milan, during the first World Conference on
Mediterranean Diet (6-8 July). This was the starting
point of a development path that will reach the
entire Country.
The event collected over 30 of the top international
experts on the subject and it presented the new
pyramid of the healthy and sustainable
Mediterranean Diet.
21 - 22APRIL 2016Milan, Italy
6-7-8JULY 2016Milan, Italy
22 – 26SEPTEMBER 2016Turin, Italy
2017
MED SCHOOLA project sponsored by Institutions and meant for
lower secondary schools, the citizens of tomorrow, the
future of our food culture, society and planet. The
project will engage schools throughout Italy, in order to
promote Med Diet adoption.
Special lessons with an expert in nutrition, who is
going to tell the guidelines of the Mediterranean Diet,
will be held through some games. Children will be able
to learn key concept, history, culture and rules of the
Med Diet in a funny, easy and efficient way.
Media visibility
Italian Schools
A online and offline communication strategy with the creation of a
web site, the activation of social networks and the presence of
specialized and general media, which is accompanied by the
organization of local events and social dinners that will involve
citizens. Events such as instore activity of consumer information and
the attendance of the Mediterranean Diet Ambassadors: nutritionists
trained by IFMeD board.
The support of an information
campaign aims at reaching over
30 million contacts and it will
help create and promote a
renewed culture of
Mediterranean Diet.
MED CULTURE
Sociality and sharing
A cycle of events to rediscover the pleasure of eating, the
value of conviviality and the role of Italian “piazza”, which has
always been a place where to meet and a place of sociality and
relationships.
• Definition of a format that is focused on the idea of
meeting, on the knowledge and on the variety at table ,
where each diner is invited to share his/her own recipes
with the other diners
• Widespread availability through social network and PR
activities, also through the engagement of ad hoc influencers
in order to share the positive values of this kind of event
• Ad hoc production of communication materials Interculturality
SOCIAL DINNERS
CONTACTSCampaign’s Executive AgencySPRIM ITALIA SrlVia Brisa n. 3 – 20123 Milano Tel. +39 02 45495838www.sprim.it
Private Sector Relationships ManagerClaudia Bianchi +39 02 45495838 [email protected]
Institutional Liaisons ManagerSusanna Cannata +39 02 45495838 [email protected]
Communication ManagerAlessandra Ciliberto +39 02 45495838 [email protected]
facebook.com/ifmeddietifmed.orgwww.lanostradietamediterranea.it
FOR YOUR ATTENTION
THANK YOU