Image campaign of plant breeders: „Who if not us?“
Branch strikes a new path of communication
Bonn, November 18th, 2010. Plant breeders agreed on a new image campaign in Hanover, including a more united performance of the agricultural sector. The campaign is meant to put the social relevance of plant breeding further into focus.
„The accomplishments of plant breeding are usually taken for granted, there is only a little knowledge of our work and its benefits. The aim of the campaign is to create a new awareness for our branch“, says Dr. Kartz von Kameke, chairman of the „Bundesverband Deutscher Pflanzenzüchter e. V.“ (BDP).
The campaign uses many different communication channels, e.g. print media and other publications, the internet, events and trade fairs. As a novelty, the companies themselves are responsible for the campaign and the dialogue with the media as well as the target audience. The core issues of agriculture are renewable resources, climate change, sustainability, world food affairs and the global market. These emotional motives are supposed to cause thinking and reflection.