Rural Adventure Program Rural semi-reality for urban youngsters

1. Rural Adventure Program Rural semi-reality for urban youngsters

2. About AGRYA • Young farmers’ organisation, founded in 1996 • More than 3000 young farmer partners, members in Hungary • Member of different international co-operation (RYE, CEJA) • CERYC Partnership with Slovak, Czech, Polish, Slovenian, Romanian, Bulgarian young farmer organisations - founded in 2007 • Priority activity: communication with the wider society in addition to agriculture • Work with rural youth – back to the beginning Rural Adventure Program Rural semi-reality for urban youngsters

3. Background The basic experience of young farmers: The average person does not know anything about the operation of agriculture and rural life. Who is the ordinary person? He is the consumer and he is a tax-payer!!! For the stronger support of the agriculture by the society need more information! Rural Adventure Program - Communications campaign in addition to agriculture and CAP. Rural Adventure Program Rural semi-reality for urban youngsters

4. Special target group: urban youngsters In this age the person can be easier formed in the mind. The more knowledge means more awareness of the purchase. The more knowledge means more acceptance when we talk about EU CAP. Rural Adventure Program Rural semi-reality for urban youngsters

5. Innovative approach of the communication We communicated in the space of the normal life of the target group: Internet Why is it innovative? Because of the tradition of the Hungarian agriculture organisation. Communication tools WEB 2.0 - website, Facebook, Youtube, Picasa Normal mass media - agricultural magazines, women magazines, commercial TV, tabloids, radios Rural Adventure Program Rural semi-reality for urban youngsters

6. Execution I. Public call for the participation – 90 applicants Selection of the host young farmers – 20 farmers Personal interviews – 30 selected participants (more girls, motivations) Training for the participants 5 day long visits on the farm The urban young is girl/boy not guest but WORKER! Rural Adventure Program Rural semi-reality for urban youngsters

7. Execution II. Publication of the experieces – WEB 2.0, mass media Semi-reality – www.videk-kaland.hu Evaluation event for all participants and farmer Recommendations for the progress Study tours, workshops, printed report, survey Rural Adventure Program Rural semi-reality for urban youngsters

8. Results Layoff in July and August - Huge media publicity New partner in the communication out of agricultural media ELLE, Blikk, Nől Lapja, commercial TV, radio Bigger awareness and visibility of our organisation Volunteers for our organisation Rural Adventure Program Rural semi-reality for urban youngsters

9. Financing Total budget: appx. 110.000 Euro EU support 50 % - CAP communication found Own contribution – 50 % NO state or private sponsorship! Rural Adventure Program Rural semi-reality for urban youngsters

10. How will we continue? New application for 2012 Simpler activities – only 5 days farm visits More participants - 50 Strong support by the commercial radio Private sponsorship Rural Adventure Program Rural semi-reality for urban youngsters

11. Rural Adventure Professional Rural Adventure Program Rural semi-reality for urban youngsters

12. Thank you for your attention!