The goal
Translate the complexity of the 2023–2027 European Agricultural Fund for Rural Development (FEASR) programme into a clear and immediate language. Promote the opportunities offered by 50 projects on agriculture, forestry and rural development, reaching farmers, businesses, researchers and citizens with a recognisable message.
Our response
An integrated communication campaign with a strong visual identity, centred on a wheat sheaf logo: innovation and tradition, sustainability and change in one distinctive mark. A “Razzoliamo bene” concept that translates the programme’s values into an appealing register: stewardship of the land, environmental sustainability, quality production and competitiveness of agricultural businesses.
A visual and narrative language that speaks to the community
Traditional institutional language risked remaining abstract for most of the target audience. The brief called for something evocative, positive, immediate and anchored in the everyday reality of the Tuscan farming world. “Razzoliamo Bene” was born as the umbrella concept designed to give a coherent, recognisable identity to all communication for the Tuscany Rural Development Programme 2023–2027. The campaign simplifies the message by avoiding acronyms and technical jargon, evokes the rural world with symbolic imagery (the Valdarno cockerel as a key figure), brings out the value of small gestures and major opportunities for farms, forests, the environment and communities, and articulates several thematic lines including environment and territory, innovation, investment and cooperation.
A multi-channel plan covering the whole of Tuscany
The campaign deployed across differentiated channels to maximise reach and impact. Radio spots carried the claim and core values of the programme. Print and digital outdoor advertising and press placements reached rural areas throughout the region. A social and web editorial plan combined informative content on funded interventions with storytelling dedicated to beneficiaries — farmers, young entrepreneurs, forestry businesses, consortia and research institutes. The result was a concrete demonstration of what investing €749 million over five years means for building a sustainable and competitive Tuscan agriculture.
To demonstrate concretely what it means to invest €749 million over the five-year period to build sustainable and competitive Tuscan agriculture.
To increase awareness of the opportunities offered by the 2023-2027 Rural Development Plan (RDP);
To reduce the linguistic gap between institutions and citizens;
To create a positive narrative around contemporary, sustainable, and innovative agriculture;
To encourage greater participation in measures and calls for proposals by farmers, businesses, and rural communities.
The “Razzoliamo Bene” campaign thus becomes an example of effective public communication: it transforms a technical and complex program into an accessible, coherent narrative culturally rooted in Tuscany. Thanks to a distinctive visual language and a positive tone of voice, the Tuscany Region was able to explain not only what it does, but also why it matters to the community and local businesses.
