The new campaign targets donors who have become frustrated with food aid and the dependency it has created in Africa. FARM-Africa's new proposition fully reflects their dynamic brand and the strength of their simple approach: Help farm Africa. Created by Whitewater, who won the work in a two-way pitch, the campaign carves out a new positioning for FARM-Africa and shows that by investing in agriculture, donors can fight the food crisis and help poor families to feed themselves.

The new recruitment proposition will be tested in inserts, with two creative executions 'Fight hunger. FARM-Africa' and 'This isn't a developing world. This is.' Recognising that FARM-Africa cannot compete with better known development charities, donors will be recruited on a cash ask and provided with evidence of success before being asked to commit to a regular gift. At http://www.farmafrica.org.uk/proof
www.farmafrica.org.uk/proof donors can view videos of families farming effectively.

This is a new approach for FARM-Africa, which has based previous recruitment on the mass market proposition of £27 buys a goat, with Michael Palin as the figurehead. While recruitment was highly successful, evidence suggests that once donors had bought their goat, they felt they had done their bit and didn't go on to support on a more regular basis.

Rachel Beckett, Direct Marketing Manager, FARM-Africa said, "People are increasingly aware that the long term solutions to hunger start with working with communities to build their own skills to feed themselves. This insert campaign recognises the public's understanding that Africa's farmers want to build their own futures not just be the recipients of aid."

Francesca Boardman, Head of Copy at Whitewater said, "In this campaign, FARM-Africa is not afraid to confront the issues surrounding aid head on. They show that Africa's people are not passive helpless victims, but determined people who can feed their families with the right kind of help."