FACE targets media and marketing community
25 January, 2011
Farming and Countryside Education (FACE), the leading charity providing food, farming and countryside education to children, is launching a new campaign starring Bill Bailey. The campaign, which has been created by Grey London and produced by Hungry Man, is the charity’s first advertising campaign.
FACE act as a representative for the food and farming sector and support schools through education inside and out of the classroom by educating children about where their food comes from, how it is produced and how the countryside is maintained. The aim of this campaign is to raise awareness of the charity in the media and marketing community and to encourage more brand partners to join their highly successful network of schools, farms, industry bodies and government departments.
Bill Graham OBE, Executive Director of FACE says: “Partnering with FACE can enable brands to build positive associations of charitable work within the community whilst actively engaging with school children. Each approach is tailored specifically to meet the needs of the organisation, whether that’s farm visits or innovative activities in the classroom.”
FACE currently partners with a number of organisations across a range of sectors, including Waitrose, McDonald’s, Muller and Bayer. FACE has a unique offering which is of fundamental interest to business organisations as it provides an opportunity to develop relationships with child education, engage with children, establish an innovative CSR strategy and reinforce or establish countryside credentials.
Maryann Denfhy, Head of CSR & Corporate Affairs at Müller Dairy comments: “Müller Dairy is delighted to be working with FACE to facilitate our 'Down on the Farm' program which brings local primary school children to visit the local dairy farms that supply us with milk and find out about where their food comes from. The program of farm visits, delivered by FACE over the last two years, has been a great success and we're so pleased to have been able to help so many children see for themselves what really happens on a working farm. Educating children on where their food comes from gives them a much better understanding of industry and agriculture and encourages them not to take their food for granted. It takes a lot of hard work to get it to the supermarket shelves! Our farmers are also benefiting from the positive image that the visits are helping to promote."
Amanda Dance, Events Manager at Waitrose comments: “Recognizing that food habits learnt in our early years can often influence health in later life, Waitrose Education is a series of initiatives which help educate children and young adults about health and nutrition. With FACE’s involvement we can bring our ideas to life in exciting resources suitable for schools. FACE’s knowledge of and passion for the curriculum, and bringing Food and Countryside issues back on the curriculum, is invaluable in helping us produce relevant resources.”
The campaign centers around a two minute film starring one of Britain’s greatest stand-up comics, Bill Bailey. Playing on the shocking statistic that almost a third of children in England don’t know where bacon comes from.i
Bill highlights this in an amusing way by taking a class of children on a farm visit and telling a series of ridiculous stories about food origins and farming.
Nils Leonard, Executive Creative Director for Grey London comments: “A third of kids in this country don’t know where their bacon comes from. Laughter can often be a powerful way to get people thinking about a problem, Bill’s sharp wit really opens the door on this nationwide issue.”
The two minute film can be seen at www.face-online.org.uk/join
i. HGCA survey, 2009
Direct Line: +44 (0)20 3037 3003
Mobile: +44 (0)7956 394 886
E-mail: firstname.lastname@example.org About FACE
FACE (Farming and Countryside Education) is the leading charity providing food, farming and countryside education to children.
We want all children to understand where their food comes from, how it is produced, how the countryside is maintained and learn to make informed choices. We also believe that children need to experience farm visits for themselves for this to happen.
We are looking for brand partners to join our highly successful network of schools, farms, retailers, industry bodies and government departments. About Grey London
We are 200 people, drawn from different marketing and media backgrounds, working together in a wonderfully open environment in Holborn, London. We do the lot: multi-channel, integrated, digital, above, through and below the line for a wide range of clients including Sony, Lucozade, P&G, Allianz, the British Heart Foundation, Ryvita, Santander, Dairy Crest and Toshiba.
We don’t believe in agency positionings. We do believe in making our clients both successful and happy. We believe we're better than most agencies at listening to what clients really want. Which means we're better at understanding the problem and getting to the most exciting and effective answer.