ECPA, the European Crop Protection Association, launched a five-week campaign for more favourable EU legislation. It was directed at members of the European Parliament. The main goal of the campaign was to raise awareness about negative impacts of the legislation on farmers, national crop protection associations and stakeholder groups across Europe.

Alligence was asked to design and develop a farmer postcard campaign in 5 chosen countries and languages, targeting the key vote. Advertisements appeared in selected EU media including a link to a dedicated splash page on the ECPA website.

To add more savour to the campaign, anti-stress gadgets in the form of tasty fruit were distributed. The campaign was a great success, to the extent that other organisations have used the idea for their own campaigns!