TOOL DETAILS
Title
Television series - Campaign promoting Rural Development Program 2007 – 2013 by means of a popular polish series
Tool category
& type
Campaign:
Keyword(s)
Audiovisual & media, Awareness raising, Campaign, General public, Information, Innovation, Rural society, Video, Visibility, Young people
Summary
The campaign run by the Agency for Restructuring and Modernisation of Agriculture inserted information about European rural projects in the fifth season of the popular polish series „Ranczo”. The campaign was based on a new tool called Idea Placement for communicating agricultural knowledge and it turned out to be very successful inputting the countryside and the reality of its rural life in the spotlight. It was selected by the European Commission as one of the most innovative communication project related to rural development and took part in final competition for CAP Communication Awards 2012.
Country
& RDP Region(s)
Poland
Main purpose
Main objective of the campaign was to offer to stakeholders’ information about European Union projects related to agriculture and farming using their favorite media and language – most popular television series (in its fifth season). It promoted the Rural Development Programme 2007-2013 and potential stakeholders found out how to get support from European Union Funds.
Related
tools used
radio spots and website of the Agency for Restructuring and Modernisation of Agriculture
Target audience
EAFRD Beneficiaries:
Rural Development Stakeholders:
General Audience:
Technical information
Over the course of the 13 episodes which constituted the fifth season of the series, it reached an average of 6,65 mln of audience/episode. Broadcasted in 2011. Language: Polish. Promotion of "ideas" in the television series was carried out for the first time in the history of Polish audiovisual media at this scale. The Idea placement derives from the concept of advertising campaigns in the movies, newspaper articles, novels, etc., the so-called product placement. The difference is that in the case of placement idea is not to promote specific products and encouraging them to buy, but about the change or call the desired social behavior.
Date produced
2011
Cost range
up to €4 999
Publisher/
Organiser
Agency for Restructuring and Modernisation of Agriculture
Distribution & Promotion
Communication Department of Agency
Name of organisation
Agency for Restructuring and Modernisation of Agriculture
Type of
organisation
Managing Authority
Image(s)
Name of contact person
Zbigniew Banaszkiewicz - President
Address
ul. Poleczki 33 02-822 Warszawa , Poland
Telephone
+480800380084
