Raising Awareness of Sustainable Food Issues and Building Community via the Integrated Use of New Media with Other Communication Approaches
Abstract

Today's agricultural practices largely rely on the use of pesticides, factory farming, antibiotics, and large transportation systems. In order to limit the health, environmental and community impact of such practices, Sustainable Table, a program of the non-profit GRACE, seeks to educate the public on food-related issues, while creating a sense of community through food. Through the use of Internet-based communications - including new and, more recently, social media - Sustainable Table has been able to educate consumers about the problems associated with factory farming, spark discussion in communities about related issues and offer potential solutions. The strategic use of Internet-based communications has been integrated with activities from other areas of communication (including interpersonal communications, community mobilization, and media relations) and has allowed Sustainable Table to reach millions of consumers and key influentials. This case study will examine Sustainable Table's communication campaign - with particular emphasis on the organization's use of the Internet. In doing so, it will explore some of the campaign's key elements, features, results and lessons learned.