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The National Trust is launching a viral campaign to promote its MyFarm project, which lets people manage a real farm via a website.
For a £30 annual subscription, 10,000 people will be able to vote on issues around the day-to-day running of Wimpole Farm in Cambridgeshire via the MyFarm website.
The programme is being supported with a viral campaign by ad agency Dare, which uses the strapline ‘Online farming just got real’ to play on the similarities to the popular social game FarmVille and drive traffic to the MyFarm site.
Subscribers get daily updates and behind-the-scenes content on what’s happening at the farm, can vote on decisions and get a family ticket to visit for a day.
Fiona Reynolds, director general of the National Trust, said the campaign aimed to establish a better connection and understanding between the public and the farming industry.
“It’s our role to reconnect people with farming to promote better understanding and greater protection for the land on which we all depend,” she said. “MyFarm will get people around the world talking about farming and how food is produced, making decisions that go beyond what they buy in the supermarket and understanding how their decisions affect the land under their care.”
The MyFarm site, created by agency Public Zone, will include video updates, webcams, debates and comments from The National Trust farmers and farming experts.