(1) Diversified communications channels for major policies

1. In order to improve citizens’ understanding and endorsement of agricultural policies, the COA prepares different media campaigns for each agricultural policy. In 2018 these included policy measures such as prevention of African swine fever, extension of eligibility for farmers’ health insurance, farmers’ occupational injury insurance, the use of “Four Certifications and One Q” local ingredients in school lunches, the ten-year plan for reducing the use of chemical fertilizers by one half, addressing the agricultural labor shortage, direct payments on farmland, the halting of vaccinations for foot-and-mouth disease, food and agricultural education, and relaxation of the rules governing special-case agricultural loans. The COA also clarified online rumors. For activities such as the Sea of Flowers in Xinshe, monthly Food Day, and the Exhibition of Premium Agricultural Products from Taiwan, we released information through such channels as Internet short videos, banner ads on Internet platforms, television advertising spots, outdoor videos, print media, and radio, as well as through the COA’s own media such as its Facebook fans page and electronic bulletin boards at farmers’ and fishermen’s association. In these ways we were able to increase citizens’ knowledge of, and active participation in, policies and activities, and better inform citizens about COA policies.
2. In 2018, the COA strengthened policy exposure through diversified channels to increase the connection citizens feel with agriculture. For example, we worked with the magazine Global Views Monthly to jointly hold Taiwan’s first “Golden Village Competition,” presenting the new look of Taiwan agriculture to readers and listeners. Through live video feeds on Youtube, the Internet, and print media, the COA also revealed the activities of the “6th National Agriculture Congress” as well as the 18 local preparatory conferences and five focused meetings that preceded the Congress, enabling citizens to join in the discussion of agricultural issues.

(2) “New media” diversified communications platforms

The COA provides a rich variety of agriculture-related information on its Facebook fans page and Line@ group. Besides agricultural policies, we also provide information on technology R&D, press conferences, presentations of results of policies or activities, soft knowledge, agricultural weather reports, and agricultural information sharing. Through diversified and lively approaches including videos, picture cards, and live feeds, the COA holds monthly interactive activities for Facebook fans, effectively informing people about policies, technology, and so on. We also rapidly reply to citizens’ questions, providing real-time services. In 2018, the number of people on our Facebook fans page increased by over 90,000, a growth rate of 175%, with an increase of 2.8 times over 2017 in the number of people browsing the site per day; these are extremely impressive results.

(3) Promoting “Agriculture for All” through broadcast media

In 2018 the COA held 130 press conferences and issued 325 news releases, and through channels like print media, television, radio, outdoor media, arranged media visits, and exhibition and sales activities, continued to promote “happy farmers, safe agriculture, and prosperous villages.” We provided concrete examples of the results of policy implementation by the COA, including (i) the holding of the 6^th National Agriculture Congress, (ii) reform of irrigation associations, (iii) trial implementation of farmers’ occupational injury insurance, (iv) direct payments on farmland, (v) expansion of eligibility for participation in farmers’ health insurance, (vi) natural disaster insurance for specified crops, (vii) establishing of agricultural labor teams and mechanized farming teams to deal with the rural labor shortage, (viii) promoting the Big Granary Project, (ix) subsidizing organic and eco-friendly farming, (x) halting of vaccinations for foot-and-mouth disease, (xi) the all-out effort to prevent African swine fever from entering Taiwan, (xii) eradication of the H5N6 and H5N8 avian influenza subtypes, and (xiii) upgrading of competitiveness of the livestock and poultry industries.