Agency: Primary Contact | Author: Robert Chalk |
Fertiliser Manufacturers Association - Spreading the Truth - Successfully
SUMMARY
Fertiliser manufacturers have been blamed for being environmentally uncaring. So, their trade association, the Fertiliser Manufacturers Association (FMA), made thedecision to defend itsindustry by presenting a balanced case.
The problems were researched and a campaign implemented and analysed to test whether effective advertising could shift public opinion on sensitive issues.
The initial campaign achieved positive and measurable attitude changes amongst an 'environmentally caring' target audience. For example, in response to the statement 'Fertilisers are the main cause of...