This is a CTP of initiative: ProSpecieRara (Switzerland)
The CTP describes the first political campaign of Pro Specie Rara. In Switzerland, agricultural products to be sold must have been 100% Swiss origin. Neither French nor Italian varieties could not be promoted because of the strict regulations in the country. According to the representative of Pro Specie Rara, this restriction in the law was very unfortunate. The members of the organization realized the fact, that there are so many old varieties outside from Switzerland which need to be preserved as well. Pro Specie Rara has a conservation duty; therefore their goal became to promote these varieties on the market. PSR aimed to achieved change in the regulation, thus they launched a campaign. They started a public petition, which was circulated on the local markets. People could subscribe via Internet also, thank to that Pro Specie Rara had more donors. They came up with a very impressive marketing concept: "a potato is looking really unhappy and a stick in a travel bag – I have to go away, they do not want me anymore." This was the first political campaign of PSR, which provided them reputation and public awareness. It was a very good example how people got involved to an initiative which connected to the question of old varieties.
The main co-creator of this CTP was the Swiss Government as PSR willed to persuade the Government to change the law by this political campaign. The campaign was launched in May 2009 and proved to be successful. In 2010 President (of the Swiss Confederation) Doris Leuthard signed a new and still applicable regulation. As of July 1 of 2010 farmers may grow so-called niche varieties and can offer consumers a diverse range of vegetables. With this new scheme, the Economics Ministry will contribute to conservation of biodiversity of crops. It can be considered as a big step of the Swiss Government in order to promote the diversity in a more effective way and also a first step for the creation of a future law to support of niche breeds.
Pro Specie Rara launched the campaign at four-five local seed markets. They elaborated flyers and leaflets on the topic to their publications. They also had touring events related to the campaign. However the organization’s financial background was not stable enough to afford a national campaign. Public petition was their tool for the real success; it showed the amount of supporters. In the end, ten thousand people signed the petition. Politicians were invited to study the result of the petition; therefore they got under pressure to change the law.
The new public campaign of the organization partly evoked this CTP as during this earlier political campaign they learnt how to raise public awareness in connection with different issues in their field. Their new campaign which called "City Tomatoes" (Stadt-Tomaten) intends to inspire and motivate the citizens to garden in the appropriate urban spaces.
There was no contestation regarding the campaign. Moreover it received huge public support; even the Swiss Government was in favor of the initiative in the end.
The CTP was not anticipated at all, the reaction of PSR to this governmental step was like " a pass in a soccer game." The chief executive and the Managing Board felt that it was the appropriate time to react, also they presumed that this law restriction could have become a flagship of the Swiss local varieties issues. They attempted to draw the pubic attention to this topic, also to raise public awareness regarding old varieties.
The CTP presented important lessons for the organisation. The representatives of the government were very understanding and ready to learn the arguments of PSR. Their reactions and feedbacks were fair. The campaign proved that such actions can be successful in Switzerland. Furthermore it also showed that not only the official initiatives can be effective. Good and continuous communication with the representatives of the government is indispensable for the success. They also realized during the campaign that "PSR should think about governmental people as they are human beings as well who can understand the points of the organization, who have feelings." It is also important to note, that the success of such campaign can strengthen the organization. Moreover it has influence on the public affairs.
Stay informed. Subscribe for project updates by e-mail.
