Xomali - Buy Local Advocacy Campaign

Overview

An important aspect of our work with with USAID in Iraq has been supporting local businesses to increase agricultural production. The goal of the Xomali campaign is to compliment this effort by increasing demand for products produced in the Kurdistan Region. Xomali is generating a cultural shift, that encourages people to support local agribusiness, making it a point of pride to purchase locally produced agricultural products, and increasing awareness about which products are produced in KRI.

Activities

• Developed recognizable branding that is used by businesses to identify their products as locally produced.

• Implemented targeted advertising and promotional campaigns that raised awareness about locally produced agricultural products, emphasizing their quality, freshness, and the economic benefits of supporting regional agribusiness.

• Conducted seminars and workshops to educate consumers on the advantages of buying local, from improved freshness to the environmental benefits of reduced transportation and the positive economic impact on the local community.

• Hosted event where local producers showcased their products, allowing consumers to taste, experience, and learn about the origin and benefits of the products they were buying.

• Lobbied large retailers to ensure that locally-produced agricultural products were prominently displayed, labeled, and promoted in stores, making it easier for consumers to identify and choose them.

• Incorporated local traditions, stories, and values into the campaign to resonate with the cultural sentiments of the Kurdistan Region's people, thereby fostering a sense of pride and loyalty towards locally produced goods.

Results

78% of people exposed to Xomali content indicated on surveys that the campaign influenced them to become more conscious of using locally produced agricultural products.