This workshop will spotlight Estonia’s national rural and agricultural promotional campaign “Open Farm Day”, which has become one of the country’s most successful public engagement events. First launched in 2015, the campaign will celebrate its 11th edition in 2025, taking place on July 12–13.

During the workshop, the Estonian organizing team will present the key components behind the event’s success. They will talk about their responsibilities and share insights into planning, coordination, and communication. Additionally, some participating farms will share their perspectives on what motivates them to take part and what they believe contributes most to the campaign’s impact.

This session will be valuable for anyone interested in rural communication, event management, community engagement, and agricultural tourism. Whether you are planning a similar event or simply wish to understand how to mobilize a nationwide audience around rural life, this workshop offers practical takeaways and inspiration.