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Campaign Masterclass - The £1 farmer


Date

27 Mar 2018

Time

08:30

Location

London

Details

Summary:

Each month, PRCA members share the experiences and insights they have gained through their work, and present award winning campaigns.

Event Type: Member Event

Address: National Trust, 20 Grosvenor Gardens, Belgravia, London, SW1W 0DH

Event Overview

The National Trust has long been arguing for changes to the way we farm to a more nature friendly approach. The decline of our natural species has been startling since farming became an industrialised process – in particular the numbers of farmland birds have collapsed and some are in danger of disappearing altogether. Arguments are one thing but we needed a moment to crystallise the changes we wanted – to show people what nature-friendly farming might look like and to engage ordinary people with the message that change is possible.

The £1 farmer was the campaign that did that. We had purchased a large farm on the Great Orme near Llandudno in Wales and we needed a tenant. But the great Orme is a very important nature habitat with unique and rare species of plants and insects so we needed the right approach and the right farmer.

So we launched a campaign to find someone who was prepared to farm with nature in mind in return for which we would only charge £1rent a year for a £1m farm. The campaign was a huge success the media loved it and faithfully reported our ambitions for change. Better than that we had thousands of expressions of interest in the job, and hundreds of applications and in the end we found our farmer. The campaign was conceived, planned and created in-house and integrated across our owned channels as well maximising PR opportunities.

Agenda

  • Registration & Breakfast: 08:30-09:00
  • Presentation: 09:00-09:45
  • Q&A: 09:45-10:00

This event is worth 15 points in the PRCA CPD Programme.

For more information please contact Tara Munis, Events Executive, PRCA, tara.munis@prca.org.uk