Image campaign "Swiss Farmers Welcome You"
Agriculture is in the spotlight of society, and as food producers and service providers farmers depend on a positive and well-functioning partnership with their consumers. It is therefore essential for the farming community to promote its image and to build bridges for a better understanding between the urban and rural population . The image campaign is supposed to highlight a positive corporate image and the innovative character of Swiss farmers.
In 1998 Swiss farmers saw their image hit rock bottom due to difficult political debates. In order to improve this situation the Swiss Farmers’ Association (SFA) has launched a long-term image campaign entitled "Swiss Farmers Welcome You” which has been continuously extended and comprises various sub-projects; apart from the media campaign (posters and advertisements at the time being) there are fairs, school projects, the 1st of August Farm Brunch, leaflets, movies, teaser posts, barn visits and the website of landwirtschaft.ch. The SFA has secured partnerships with organisations like Cantonal farmers’ unions, trade associations, schools and even businesses which support the campaign managed by SFA.