Informing the public about major policies

Reform of the welfare allowance (pension) for elderly farmers

　　The COA has been active in explaining reforms in the farmers' pension system to the public through multiple channels. In 2014 we held 27 public seminars or hearings, intensively met with legislators, and—through television and radio broadcasting—explained to citizens the importance of reforming the system prior to passage of the reforms by the legislature. Also, scholars and officials of farmers' associations voiced support in the media on behalf of the reforms, and we issued 14 press releases on this topic alone.

　　In addition: (a) To communicate about the pension reforms using the tools of the younger generation, we published information in the popular "for dummies" format on COA Facebook pages, and asked netizens to "forward" such information, "like" it, or "comment" on it. (b) We printed a variety of explanatory pamphlets and other materials and ran relevant information in all major newspapers, magazines, online bulletin boards, and radio stations. (c) We also directly reached out to affected rural citizens through the 430 electronic bulletin boards that we have installed at farmers' and fishermen's associations across Taiwan, and disseminated information through multiple personalized digital channels such as text messages.

　　As a result of these efforts, objections to the reforms were gradually overcome, the amendments passed their third reading in the Legislative Yuan on June 27 of 2014, and they were promulgated (formally made law) by the President on July 16.

Free Economic Pilot Zones and "value-added agriculture"

　　In 2014, to explain the FEPZ policy to citizens and its benefits to the agricultural sector, we held 200 seminars, issued 21 press releases, invited the media for on-site reporting from FEPZs, produced pamphlets and other printed materials, and broadcast advertisements on radio. We were interviewed about this policy, or were the subjects of reports about it, 26 times on TV or radio.

　　Also: (a) We aimed at stimulating discussion and understanding of FEPZs among younger people by producing lively and interesting materials in the popular "for dummies" and comic-book formats, which we shared interactively with netizens on Facebook. (b) We also had relevant materials entered into the routine cycle of broadcasts at the 430 electronic bulletin boards at farmers' and fishermen's associations, with a total of 4,678,400 exposures. (c) We created a special area on the COA's webpage devoted to FEPZs which provides a wealth of detailed information. (d) We participated in two online conferences where there was direct dialogue between the COA on one hand and the online media and individual netizens on the other.

Revitalizing use of fallow farmland

　　Since the launch by the COA of the program to "adjust the cropping system and revitalize the use of farmland," the COA has been active in explaining this policy to farmers, because their cooperation is essential in getting them to change over to cultivation of import substitution crops on unused land, an essential element in sustainable agriculture. Publicity efforts have been highly diversified, including short Internet films, radio, TV, newspapers, specially-focused interviews and reports, comic- book style explanatory materials, and large meetings to communicate directly with farmers.

The Golden Corridor project

　　As part of the proposed Golden Corridor project to be implemented along the route of the high-speed railway as it passes through Changhua and Yunlin counties, the COA is working to promote dry-land crop cultivation and use of high-efficiency irrigation systems. We have devoted considerable effort to communicating with farmers at the village level, broadcasting 7500 spots on local radio stations, putting up 1000 banners, putting up streetlight pennants, and holding explanatory meetings. With these methods we have been able to communicate directly with the persons whose interests are most directly connected to the Corridor project and whose cooperation is most needed to increase the efficiency of the use of water resources in agriculture.

Promoting "Agriculture of the Whole People"

　　In the modern era, "agriculture" is not just a matter for farmers, and the rural economy is not just about growing food. Informed and health- conscious urban consumers, tourists searching for a simpler way of life, environmentalists, educators, scientists, animal welfare activists, and many other people are contributing to developing the rural economy in a sustainable way. This is why the COA is promoting what we call "Agriculture of the Whole People" to raise awareness among all citizens. In 2014 the COA held 108 press conferences, issued 244 press releases, and promoted the concept through TV, print media, radio, the Internet, billboards, and other channels. Especially noteworthy items that we endeavored to keep in the public eye included the following:

● "Local production, local consumption" and safety management systems for agro-products: Under this topic fall informational activities (including 30-second commercial films to broadcast in the media) about product traceability, CAS and organic certification, labeling of pork and chicken as "frozen" and "thawed," labeling of "Taiwan Rice," direct-sales websites for farmers, exhibitions of "fresh from the farm" products, and exhibitions of the "Top 100 Products of Farmers' and Fishermen's Associations."

● Diversification in the rural economy, agriculture of health and sustainability: Under this topic are informational activities related to rural tourism and leisure, rural cuisine, recreational and tourist fishing harbors, forest recreation areas, rural travel to Hualien and Taitung counties, the “Sea of Flowers in Xinshe,' and unique or premium-quality tea farms/teahouses.

● Adjusting the rural industrial structure, attracting new human resources into agriculture: This subject heading covers activities like exhibitions for ornamental fish and aquarium pets, prizes for technology-based entrepreneurship in agriculture, internships for youth farmers, and a campaign of 30-second commercial films (broadcast on all major television stations) to attract young people into agriculture.

● Protecting the environment, animal welfare: Activities and issues under this heading include tree-planting month, an ecological film festival, a public hearing on policies to deal with stray dogs, protection of sea birds in the long-range fishing industry, and events to promote adoption of homeless animals.