THE CHALLENGE The Federation of Swedish Farmers (LRF) is undergoing major change. Among other things, this involves a new membership fee structure and changes to membership benefits, which the members need to understand and consider to be good.
THE SOLUTION Through a range of advertisements, films and digital media, the Chair of the Federation, Helena Jonsson, explains the changes, while the regional chairs talk about LRF’s key profile issues and a number of members explain why they are members.
THE RESULT The Ipsos campaign performance measure showed an observation value of 60% (benchmark 20%), likeability of 64% (benchmark 45%) and message understanding of 75%. The campaign was also well received internally.