FightBack 2022 // 01/12
Looking into a fruitful 2022, we’re excited to provide an update about our focus to create impact throughout the year and where we are in the process.
DR EARTH FOOD ALLIANCE
Dr. Earth is a unique alliance of health & nutrition actors, corporations, non-profits, insurers, and entrepreneurs with the goal to empower 10 million people in Germany by 2025 to transition towards sustainable and healthy nutrition based on the Planetary Health Diet.
In January, a key element the Alliance focused on was to put together an application for the €250.000 grant from healthyfoodandplanet.org. We’re awaiting feedback from the organization by mid February to proceed in the next selection round.
The overall Dr. Earth project is structured in 5 phases following a stage-gate process with clear goals and milestones as briefly described below. In 2021, we were able to successfully carry out Phase 1, and now, we’re transitioning to Phase 2, focusing on market research with our main target group as the next step.
Phase 1: Alliance Foundation and Initial Goal Setting - 2021
Aligning the core organizations contributing with expertise, contacts, and relevant assets to the alliance, united by a common goal and mindset.
++ Alliance foundation & common goal-setting (done)
++ Initial strategy & concept development (done)
++ Secure initial funding (done, ~60.000€)
Phase 2: Development Phase - 2022
Focus on the project, campaign, and initial product development, as well as expanding the cross-sector partnerships.
Market research:
In order to carry out an effective and successful communication campaign, we will conduct market research to understand what incentivizes Germans transition towards a PHD and which communicative triggers will stimulate and accelerate this transition. We’re working on a collaboration with Germany’s largest health insurance, AOK Plus, on this research which will provide completely new insights in the first half of 2022.
Based on this we will further work on:
++ Development of the communication and awareness campaign concept
++ Product strategy for B2B and B2C approach (see below)
++ Activation of new stakeholders, onboarding of additional alliance partners and financial supporters needed to carry out the campaign and B2B/C product development and execution
Phase 3: Activation & Testing Phase - 2023
The testing phase of Phase 2 results with selected stakeholders and partners.
Phase 4: Execution Phase - 2024
The campaign will “Go live” during EM incl. B2B and B2C food ecosystem activation running in parallel.
Phase 5: 10 Million Germans - 2025
Scaling to 10 million people in Germany and beyond based on the activation of new stakeholders.
Call To Action / How you can support:
• Access to experts with research on nutritional psychology
• Access to research on nutritional psychology
• Access to organizers/organizations related to the EM 2024 (e.g. host city representatives)
• Share with the team any information you read about healthy/sustainable/plant-based nutrition news/deals/campaigns/research
MENTAL STRENGTH COACHING PROGRAM
Based on the success and positive feedback we received for our first mental coaching program “Doing the Impossible” which we ran with selected FightBack community members in Q4 2021, we have set up a plan to move this program forward and make it even more scalable in 2022.
While laying out the clear roadmap and next steps in January 2022 with the team, we got in touch with a Germany-based organization that has already been working with professionals and private individuals before including hosting an offline event with 1000+ participants before Covid. After several calls, we have put together a collaboration proposal to join forces and scale our impact together based on a shared on- and offline mental coaching program.
Next steps and objectives
• Discuss and align on collaboration proposal in Q1 2022, join forces and launch a joint program
• In case we will not be able to establish a collaboration, we’ll launch our FightBack Coaching Program 2.0 as planned later this year
In the meantime:
Our “Doing the Impossible” Head Coach Lilly has launched a fantastic program for all our German-speaking community members and friends to tune in daily on Facebook or Instagram for a 10-minute mental head start in the day throughout all February (including weekends).
Tune in daily: 09.00 CET (15 Minutes) on Instagram and Facebook
What you’ll get: Daily mental power boost, freshness, clarity, and the permission to make decisions that are intentionally good to yourself so you’re in your best state of mind to also do good for others and our planet.
#takeyourpowerback #makefebruarycount #beintentionallygoodtoyourself
COMMUNICATION & INTERACTION CHANNELS
Website: https://joinfightback.com/
FightBack Slack: Community platform, networking & collaboration groups
FightBack Medium: Public announcements & impact opportunities
FightBack Twitter: @FightBack_TWR
FightBack Newsletter: bi-weekly news to your inbox
Contact team: enguard [at] joinfightback.com (or via Slack directly)
About FightBack:
FightBack is a non-profit organization and international community of entrepreneurs, investors, executives, and NGOs joining forces for a healthy planet with healthy people. (Link website)
About Dr. Earth:
Dr. Earth is a unique alliance of health & nutrition actors, corporations, non-profits, retailers, insurers, sub-national actors, and entrepreneurs with the goal to empower 10 million people in Germany by 2025 to transition towards sustainable and healthy nutrition based on the EAT-Lancet Planetary Health Diet (“PHD”). (Link website)
