A new way of looking at Danish agriculture
From now until 2013 a major campaign under the slogan “The future isn’t as dark as it has been” will tell "the new story" about the contribution that agriculture makes to Denmark’s growth and prosperity. An English version of the 60 second promotional film has just been launched and is narrated by the British actor John Hurt, known for his leading roles in The Elephant Man and The Naked Civil Servant.
The high profile campaign, spearheaded by the Danish Agriculture and Food Council, takes its starting point in the Council’s vision for "Growth in Balance" and portrays Danish agriculture as benefiting society by reducing climate impact, improving the environment and generating sustainable energy. In short, agriculture is in balance with the needs of society and has the potential to generate substantial export revenues.
- The campaign is designed to give the public a more nuanced perception of Danish agriculture, says Lisbeth Olsgaard, Head of Branding at the DAFC.
- In addition to encouraging improvements on farms and in our member companies, we’re using TV commercials, advertisements and outdoor media to get our message across. Much of the content of the campaign will be focused on what the agriculture and food industries can offer society and what they mean to Denmark’s economy as a whole. Our industry should be known for all its positive aspects and for the fact that it translates words into action when it comes to tackling the challenges that confront us.