Valencia implements biodiversity campaign with ProSpecieRara

The ProSpecieRara PSR Foundation is committed to the preservation and promotion of varieties threatened with extinction. With "Plant the Rare!", ProSpecieRara wants to encourage gardeners to get involved with these varieties and thus make a contribution to crop diversity. Because rare varieties give pleasure and are important for biodiversity. The Valencia Group supported PSR in the conception and realization of the campaign.

Strategic groundwork

The realization of the campaign was preceded by a lot of strategic work: After an extensive needs analysis of the target group, Valencia worked with PSR in workshops to flesh out the implementation. Long-term social trends were also taken into account: "Environmental awareness has become a social movement that has taken hold of the broad population, just think of efforts to protect the climate or preserve biodiversity. This neo-ecology, as well as increasing individualization, are megatrends that have played a major role in the development of the campaign," says Valencia CEO Michael Gerber.

For the community

This resulted in the "Plant the Rare!" campaign, in which PSR friends can present their favorite varieties online and also show how the corresponding variety grows and thrives in their garden or on the balcony.

Other users can "vote" for these contributions. Those who collect the most votes will be rewarded with one of around 200 garden journals. "We are giving friends of rare varieties the opportunity to report on their experiences and present their own successes to the community," says Anna Kornicker from PSR's management team, summarizing the campaign.

As a second measure, gardening equipment worth 1,000 Swiss francs will be raffled off among all registered users. "With this deliberately low-threshold campaign, we also want to inspire PSR newcomers to our cause," says Kornicker.

The central platform for the campaign is the website Plantdasrare.ch. This is hub for raffle and competition, but also contains a blog with videos and articles of the PSR-Expert:innen around the rare varieties and serves the community as a showcase for their activities.

Everything from one source

The campaign website was developed from scratch by Valencia subsidiary Cab Services and linked to the existing PSR website. This was done using the Scrum method, involving PSR at short intervals for feedback. "The good cooperation with our long-term customer was key to the success of this project. Through openness to new working methods and continuous exchange, we were able to jointly develop a challenging campaign website that exceeded our expectations," says Cab COO Manuel Bloch.

Valencia Kommunikation was responsible for project coordination, the creation of numerous advertising materials, the copywriting of the website and the design of the garden journal. "When graphics, copywriting and web development work under one roof, paths are short and inputs are implemented quickly and straightforwardly," is how Senior Account Director Mirjam Müller sums up the project.

Responsible at ProSpecieRara: Anna Kornicker (Head of Communications, GL member), Simone Krüsi (PR, Social Media), Sava Buncic (Fundraising), Gertrud Burger (Head of Plants, GL member), Philipp Holzherr (Head of Garden & Arable Plants). Responsible at Cab Services: Daniel Nussbaumer (Art Director), Michelle Ciullo (Frontend Developer), Philip Liebel (Backend Developer), Janson Cheeramkunnel (Senior Frontend Developer), Manuel Bloch (Consulting and Project Management Digital). Responsible at Valencia Communication: Tommy Schilling (Creative Director), Mirjam Müller (Senior Account Director), Jasmin Marty (Consulting), Madeleine Knörzer (Art Director), Nionela Katselko (Graphics), Paula Estepa Garcia (Graphics), Sebastian Refardt (Text/Concept), Patrick Hublard (Polygraphy), Carol Damann (Polygraphy).