EUROPE: The European Council of Young Farmers, which represents 23
young farmers’ associations across the European Union, is seeking a PR
agency to handle a two-year pan-European education project aimed at
primary school children.
The council has invited pitches from both PR and design agencies, either
separately or in teams, for the project, which has a budget of over
pounds 1.5 million. It has reached a shortlist of five PR agencies and
10 design agencies and is due to reach a final decision by the end of
The PR brief is to devise and implement a strategy explaining the role
of agriculture in the food chain to 50,000 ten-year-olds in 11 languages
across the 15 EU member states. The chosen agency will target both
private and state primary schools and the project will be periodically
evaluated during its course by a committee of young farmers’
representatives and teachers.
Elisabeth Vallet, the project administrator for the campaign, said: ’The
consensus is that children don’t always know where milk comes from, for
example. They don’t always understand the food process. We hope to
enable families to initiate discussions on the agricultural sector.’
The project is jointly funded by the European Commission, the European
Council of Young Farmers and other partners which include the European
Fertiliser Manufacturers’ Association and the International
Confederation of Sugarbeet Growers.
Before initiating the campaign, the European Council of Young Farmers
commissioned research which showed that the majority of European
children, particularly those who lived in cities, had no contact with
farming and lacked a basic understanding of where their food came from.