INTERNATIONAL: Agency sought for farm education drive

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.

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 month.



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.



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