Best Public Outreach Programme
Winner
Food for Life! – The Benefits of Crop
Protection – German Crop Protection
Pest Control and Fertiliser Association
Shortlisted
Bayer CropScience Biodiversity Centres
– Bayer CropScience Ltd
Food For Thought – CropLife Canada
Agricultural Science Outreach Tours
– Dow AgroSciences LLC
W
hen reviewing the entries in this section, the judges
were looking for a campaign that embraced novel
The Winner’s Response methods of communication and that could demonstrate the
achievement of its aims. The award is designed to recognise
Firstly the German Crop Protection Pest Control and Fertiliser
excellence in the communication of information on the
Association would like to thank all the people involved: our client
benefits of agrochemical or agbiotech products. This includes
who had the guts to do this road-show, second our wonderful
campaigns aimed at the user community or the wider public.
agency team and finally, all the staff who accompanied the truck
who made this unique success in the history of plant protection
The judges had to choose between a number of high-quality,
possible.
effective programmes, but in the end, it was the sheer range
of people that Food for Life! reached that saw the German
Our agency, brelohpartner in Düsseldorf, began planning,
Crop Protection Pest Control and Fertiliser Association win
organization and execution of the truck tour in 2005. First the
through. Food for Life’s campaign aims to educate the
road-show was scheduled for one year but finally the enormous
wider public of the benefits and necessity of chemical crop
interests of the visitors and the positive feedback kept the truck
protection, and helps people to make their own informed
on the road for another two years.
judgements. This campaign, quite literally, took its message
‘on the road’ and between May and October 2006 had
The creative concept was that people should find their own
105,260 visitors to its mobile exhibition that toured more than
solutions through “Aha-Effects”. What is self-understood, the
30 German cities with an excursion to Vienna.
daily shopping of fresh fruit and vegetables in good quality 365
day per year is only possible with innovative chemical plant
The campaign was successful in increasing the level
protection.
of acceptance and trust in the agrochemical industry’s
contribution to society with 81% of all visitors agreeing that
The mobile exhibition was about healthy food and crop
chemical plant protection is necessary; 72% agreeing that
management. The exhibits of the mobile road-show were
without chemical plant protection, the price, variety, and
designed interactively thus encouraging old and young visitors
freshness of available produce would not be possible; and
to discover, to grasp and to understand.
94% of customers requesting more information on the topic.
The truck was a big success in the last years and the number
of visitors exceeded all expectations. We received many letters Photo: L-R: Dr David Jones - Awards judge; Volker Koch-
of appreciation from politicians, agricultural scientists and of
Achelpohler - German Crop Protection Pest Control and
course visitors - which proved the success of the concept of
Fertiliser Association; Gyles Brandreth
this exhibition.
So I am proud and happy to take this award which of course is
to be shared with the whole team. Thank you all!!!
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