CharityComms

The National Farmer's Union and specialist agricultural charity FARM-Africa have launched an appeal called Africa 100.

The organisations will ask the UK farming industry to donate money, which will be used to improve food production for farmers in East Africa.

The Ceres Partnership is handling media for the appeal on a pro-bono basis.

The agency will target agricultural and food trade media to gain support of the industries for the appeal. National consumer and third sector media will also be contacted to demonstrate how the UK farming industry is uniting to back the appeal, and what the funding will acheive.

The agency reports into NFU head of comms Sarah Whitelock. The campaign will run until at least December, when the first fundraising cheque will be handed to FARM-Africa to coincide with the NFU's centenary.