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 the decision to defend its industry 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 high nitrate levels in drinking water', 48% of respondents originally 'agreed totally'. After the advertising this figure was almost halved.