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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


    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.

    & RDP Region(s)


  • [PL] National Level
  • 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.

    tools used

    radio spots and website of the Agency for Restructuring and Modernisation of Agriculture

    Target audience

    EAFRD Beneficiaries:

  • Farmers
  • Other rural businesses
  • Women
  • Youth
  • Marginalised and Disabled
  • Other EAFRD Beneficiaries

  • Rural Development Stakeholders:

  • NRNs
  • Managing Authorities
  • Other Government
  • LAGs
  • EU Institutions
  • Other Rural Development Stakeholders

  • General Audience:

  • Students
  • Youth
  • General Public
  • Urban Population
  • Rural Population
  • Other 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


    Cost range

    up to €4 999


    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

    Managing Authority


    Name of contact person

    Zbigniew Banaszkiewicz - President


    ul. Poleczki 33 02-822 Warszawa , Poland