Campaign for energy savings in agriculture
Reference: Danish Energy Agency
How do you get farmers to install LED lighting and energy efficient ventilation? With the right network and PR campaign.
Viegand Maagøe A/S has worked with Nordlid to carry out the campaign ”Energy harvest” utilising the network around farmers to influence knowledge, opinion and behavior.
How we solved the task
The campaign was carried out as a network and PR campaign. An important part was the effort to educate farming consultants and energy consultants and get them to advise pig and cattle farmers on energy savings.
We held seminars where we introduced the campaign tools such as an energy calculator, cases and documentation. This equipped the consultants to have a one-on-one with farmers individually or events to ignite concrete energy improvements.
During the campaign there was an ongoing flow of stories where we used PR and several other channels to constantly keep attention on the campaign and feed knowledge to the target audiences:
- Local and national agriculture media outlets
- Webinars
- Direct mail and segmented mailflows
Central stakeholders in agriculture as well as producers and installers were involved directly in the campaign acitivities.
Reference: Danish Energy Agency
Contract period: May 23rd – December 31st 2017
Results
All campaign targets to increase knowledge about the benefits of LED and modern ventilation were met.
Among farmers in the coorperating unions 74 % were persuaded by at least 1 campaign element. This primarily happened through PR and social media.
The farming consultants were happy to be equipped to advise their costumers on energy savings and the farmers were happy to make improvements to their cowsheds and pigsties.
Altogether 5 of the 6 KPIs were met.
