AFRICA DAY

Client: DHR COMMUNICATIONS 
Project: 'AFRICA DAY'
AUDIENCE: 5,000

Background

Irish Aid is the Irish Government’s programme for overseas development. The programme is managed by the Development Co-operation Division of the Department of Foreign Affairs and Trade.

Irish Aid expanded Africa Day to include an outdoor event in Limerick to compliment the existing Dublin concert and CWB were contracted by DHR & their partner Davis Events to deliver the event. Comprising of two music stages, a food village and lots of 'fringe' activity within the grounds of City Hall .

Methodology

The first steps in ensuring a good attendance for this – the first event of its kind – was the agreement of a comprehensive marketing plan by all the stakeholders and the booking of an appropriate musical line up.

A comprehensive risk assessment of the site was prepared and engagement with neighbouring businesses and residents was put in place at an early stage. A series of meetings with Doras Luimni, who acted as a point of contact for all the community groups, helped to finalise the event management plan.

Challenges

The health and safety aspects of allowing a dozen community groups prepare food on site were considerable. The event site – while picturesque – is very exposed to the elements, all of which came into play on the day.

Conclusions

In terms of community engagement and inclusion, raising awareness of Africa Day and Irish Aids work this was a huge success. The musical line-up ensured a big attendance and the event received hugely positive press nationally and locally.