Home' National Farmers Federation : Annual Review 2009-2010 Contents 20 NATIONAL FARMERS' FEDERATION ANNUAL REVIEW 2009-10
resulting in widespread, prominent and on-
Pre-emptively launching its 2007 Federal
Election Policy Platform (on 19 September),
the NFF positioned itself as a leading voice
ahead of the election campaign, solidifying
a prominent position and generating
ongoing media coverage prior to the election
announcement (in mid-October).
This enabled NFF to e ectively clear-up
misconceptions to avert negative publicity
before they generated negative news. NFF's
entering the election fray with advertising
(pre-released via YouTube from 18 October)
generated signi cant free-media and whetted
media/public appetites when advertising
rolled-out (from 21 October) -- e ectively a
double-hit from the launch.
Post-election, the NFF continued driving media
coverage to ensure its preparedness vision
remained on-track and maintained momentum
leading up to the 2008 Federal Budget.
The NFF' s 2007 and 2008 Resources Kits,
and proactively developing relationships
through them, generated and focused political
momentum for preparedness.
Armed with facts, politicians could argue
farming's economic and environmental
contribution, establishing the NFF as a valuable
resource, and creating synergies -- enabling
politicians to publicly discuss and debate
issues, while perpetuating NFF messages.
Post-election, NFF met with Ministers, Advisors,
Department of Agriculture and Department
of Climate Change representatives numerous
times on preparedness leading up to the
2008 Federal Budget. Lodging its Budget
prior to the campaign revealed NFF was on
solid ground, while tracking research showed
messages gained momentum and traction.
Advertising messages were supplemented
-- before, during and after airing -- by free-
media (press, radio, television, internet) and
complementary NFF communications.
Research, the perceptual audits and
consultation kept NFF activity and messages
The NFF's proactive media, political,
membership and third-party advocacy strategy
(to 'in uence the in uencers') built cooperative
relationships and ensured messages were
received, reinforced and resonated.
Agenda-leading engagement, demonstrating
farming's relevance and ability to meet climatic
challenges, was pivotal.
While NFF's free-media and advertising cut
through pre-election and election noise and
heightened interest, a sustained campaign
(post-election) was essential to deliver NFF's
vision of preparedness.
Advancing messages informed by market
research, these tools combined under a
concerted Public A airs campaign -- working
in unison to drive public and stakeholder
acceptance of, and momentum for,
NFF seized upon prevailing and emerging
issues, informed by research triggers, to
establish agriculture's vital stake in the climate
change issue and demonstrate the case for
preparedness -- a ording entree for media
back-brie ng and fostering relationships --
• support 1.6 million Australian jobs;
• generate 20% of Australia's exports ($30
• actively engage natural resource
management practises on over 90% of
• plant over 20 million trees-a-year for
• reduced greenhouse gas emissions by 40%
since 1990; and
• supply over 90% of Australia's food.
Such facts, sourced from independent,
authoritative bodies (the Australian Bureau of
Statistics, the Australian Bureau of Agricultural
and Resource Economics and the Australian
Greenhouse O ce), were crucial in giving NFF
Championing the need for an Australian
Government -- of any political persuasion -- to
adopt its preparedness vision, the NFF made its
Proclaiming that farmers recognise EC is a
stop-gap measure foiled negative stereotypes.
Equally, demonstrating economic and
environmental threats, NFF asserted: "we -- as
a nation -- must rethink how we plan for, and
deal with, drought in a changing climate".
The NFF drew upon existing research and new
surveys to develop messages and resources
promoting preparedness as a forward-looking
climate change solution, assuming a lead role
on climate change, drought reform and food
During the election, NFF undertook a
national (metropolitan, regional and internet)
advertising campaign serving as a 'lightning
rod' for preparedness. Benchmark research
"Demonstrating the economic and environmental threats, the NFF
asserted: we -- as a nation -- must rethink how we plan for, and
deal with, drought in a changing climate"
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