CHALLENGE Pasture Renewal Charitable Trust had been telling farmers the same thing for years - renewing pasture drives productivity and increases profits. Despite awareness growing, action wasn't. APPROACH We created an integrated print and online campaign that personified cattle with a cheeky headline and mimicked the self-help book genre to promote a free ebook offer. The eye-catching ads directed farmers to PRCT’s website for a free ebook full of motivating facts and stats. OUTCOME In the two months following the campaign launch, new visits to the Trust’s website spiked, and 90% of visitors downloaded the ebook.