The Pasture Renewal Trust had a problem. How do we get farmers more engaged in the issue of renewing pastures regularly? It's not something that every farmer thinks about. The solution we came up with was to have some fun with it. By using the metaphor of a self help dating book (and giving away an actual eBook) we were able to encourage farmers to do the right thing by renewing old pasture and keeping their girls (cows) happy. The eBook was really popular and had over 5000 downloads.