Social learning: videos put across success factors for marketing regional products

As part of a «by farmers to farmers» project, authentic films have been produced and used in the networks in collaboration with a support group from research, administration and practice. In making these films, the «social learning video» method was applied. The purpose of these films is to motivate farmers to implement new regional marketing initiatives. Three films from different Swiss-speaking regions were produced: Regiofair LU, La Fromathèque VS and Coltiviamo sogni GR (Wissensmanagement Umwelt 2018). The institutions involved have embedded the films in their websites and are using them for their work. The films were circulated and used within the agricultural knowledge and innovation system (AKIS). They arouse interest, convey a positive mood and encourage imitation. The films convey success factors in a vivid, authentic way and discuss the obstacles that need to be overcome. In this way they complement the existing support documentation. Group discussions after a screening are seen as a more effective way of stimulating learning processes. The films may be expected to generate further effects in the years to come.