The Union of the Industry of Cane Sugar Association’s (UNICA) “Ethanol – The Complete Fuel” has won four awards including the Sponsor of the Year for 2013 during the 17th Annual Brazilian Association Rural Marketing and Agribusiness. The country-wide campaign was designed to educate consumers about the benefits of ethanol. The association has also called upon the government to assist with this educational campaign.
We want to recognize the effort made by the entire sugarcane industry, who made this campaign a reality and achieved significant results. The campaign was spearheaded by UNICA with strong engagement with its affiliates, but had important additional support from several plants that are not our affiliates and entities that helped expand the reach of the campaign said UNICA President Elizabeth Farina. Three associations – the Alcopar, Paraná; the Sifaeg; and Siamig Goiás, Minas Gerais – invested its own funds in the campaign and rolled it out in their respective states.
In addition to receiving the award for the UNICA Advertiser of the Year for 2013 in agribusiness, Farina delivered a special tribute for ABMR & A to honor former Agriculture Minister Roberto Rodrigues. He was recognized for his leading role in building the movement Am Agro, which among other elements, conducted an advertising campaign in 2011 in favor of agribusiness, which had as protagonists actors Lima Duarte and Giovanna Antonelli. UNICA was the main supporter of the Movement am Agro.
The Borghi/Low , the agency that developed the campaign “Ethanol, Complete Fuel,” also received several achievements during the awards, including the Agency of the Year in agribusiness in 2013, for their work on behalf of UNICA and the Box Economica Federal, another client of the agency.
We want to give our appreciation for the efforts of all UNICA professionals, Borghi/Lowe and other service providers, which directly contributed to the success of the campaign. It was an intense job that lasted over a year and is now getting due recognition added Farina. And we can not forget the excellent work of Lúcio Mauro Filho, who is a true ally of ethanol.