Unbelievable but it seems true. And for good reason, faced with the crisis that the agricultural sector and the inhabitants of the countryside in general are going through due to the wave of droughts of recent years and which have exhausted the fields, without forgetting the surge in production costs, the Agency for Agricultural Development (ADA) deemed it appropriate to allocate a budget of 659 million centimes to “an advertising campaign” spanning 18 months to promote “Generation Green”, according to the Hashtag.ma info site.
As a reminder, the ADA is a public establishment with legal personality and financial autonomy. However, it is placed under the supervision of the Ministry of Agriculture and indirectly of the Head of Government.
Since its creation in 2009, the ADA has played “a fundamental role in the realization of the strategic ambitions outlined for the agricultural sector as part of the new agricultural strategy “Generation Green” for 2030, which is a continuation of “ Green Morocco Plan,” we read on its official website.
Note that the planned advertising campaign aims to produce articles in newspapers, broadcast advertisements on television and radio and attract the attention of social networks, underlines the same source. In short, pure media hype.
“An approach that professionals in the sector consider to be a gross waste of public money,” adds the same source, emphasizing “that this media campaign is quite simply a desperate attempt to embellish the image of the ADA to the detriment of the real suffering of peasants.”
A point of view which undoubtedly risks angering decision-makers?
Article19.ma
Morocco
