CHOICE Hosts First pilot Stakeholders Participatory Workshop in Austria
On November 12, 2024, the CHOICE project kicked off its co-design approach for developing large-scale awareness and engagement campaigns, with the first participatory lab for the Austrian pilot. Hosted by INOQO at the IIASA premises, the lab brought together around 20 key stakeholders from across the food value chain—including consumers, retailers, policymakers, and other representatives—each contributing valuable insights to shape a targeted, impactful campaign. This event marks a significant milestone in CHOICE’s mission to promote sustainable food consumption practices in Austria.
Building Sustainable Campaign Strategies
The Austrian participatory lab is the first of a participatory labs series planned across CHOICE’s pilot sites in Austria, Greece, Spain, Colombia, and South Africa. These labs aim to engage local stakeholders to collaboratively design digital campaigns that promote sustainable food practices through targeted engagement and green marketing strategies.
The session began with an overview of the CHOICE project’s mission, presented by Giannis Adamos from ATHENA RC, and Austria’s specific objectives, introduced by Markus Linder from INOQO. The presentations framed the lab’s focus on fostering climate-conscious food consumption habits among Austrian citizens.
Engaging Stakeholders with a Mental Mapping Exercise
A central feature of the workshop was the Mental Mapping Exercise, led by INOQO and ATHENA. Stakeholders were divided into two subgroups to exchange insights, address challenges, and discuss on the context of the Austrian large-scale campaign.
By employing a scenario analysis (e-commerce retail website), the participants brainstormed on potential conversion types that could lead to strategic goal-setting in achieving behavioral changes tailored to the needs and particularities of the Austrian pilot. Then, the participatory lab explored potential context-specific communication channels that will facilitate the message dissemination.
Defining Campaign Goals and Metrics
After a short break, the two groups were dismantled, and the facilitators presented the highlights of the two group sessions. Commonalities were identified with the facilitators elaborating on key performance indicators (KPIs) and the desired outcomes for the Austrian campaign.
Next Steps: Participatory Labs Across Pilot Sites
The Austrian lab is the first in a series of CHOICE’s participatory labs planned for all pilot sites. Each lab will integrate local insights to shape engagement and green marketing campaigns that resonate with each community. Every country’s campaign will be adapted to reflect its unique culture and practical strategies to support sustainable food choices.
The workshop closed with a focus on collaboration as a cornerstone for designing campaigns that truly meet community and business needs. As CHOICE continues its participatory labs across Europe, Africa, and Latin America, the project remains dedicated to promoting climate-conscious, sustainable food systems worldwide.
Stay tuned for updates on CHOICE’s journey to inspire sustainable practices globally!
