License to Farm, an award-winning film on ag empowerment, stands up for farming

  • Website Development
  • Social Media
  • Branding
  • Issues Management/Crisis Communications
  • Campaign Planning
  • Public Relations

Two million impressions, over 140,000 views, and a dozen industry awards later…

As an agency in the agriculture industry, we constantly see the need for improved communication between food producers and consumers – so we jumped at the chance to help SaskCanola share their message. AdFarm got to work on branding the film, from the name “License to Farm” to the creative materials and all platforms including the website, Facebook, Twitter, Instagram and YouTube. Along with the web and social platforms, we exclusively conducted media relations work and assisted in event planning for the film’s premiere.

More than two million impressions across all social channels.

The Film

License to Farm is a 30-minute documentary film featuring conversations with farmers, scientists, professors, consumers and environmentalists, on the importance of earning social license in agricultural production. The film explores the truth behind common misconceptions of agriculture production in Canada, while empowering farmers to stand up and advocate for their social license to farm…but it quickly became more than just a film.

 

 

Research

Both ad hoc and secondary research was completed for this public relations project. Casual research was a major source of information because as an agriculture-focused agency, AdFarm has extensive experience in utilizing communication initiatives to further the relationship between agriculture brands and consumers. Brainstorming among AdFarm employees and industry experts was completed in order to gather insight. Secondary research was done by examining a recent report compiled by Agriculture and Agri-Food Canada titled Modern agriculture and agriculture awareness focus groups.

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Results

  • More than two million impressions across all social channels (Twitter, Facebook, Instagram)
  • More than 48 unpaid media mentions, garnering 83.3 per cent in media relations rating points
  • 140,000+ views of the full-length film
  • CPRS Bronze Award of Excellence 2016 – Advocacy and Social Marketing Campaign of the Year
  • Seven Best of CAMA 2016 awards:
    • Winner: Crisis Communications, Issues Management, and Government Relations
    • Winner: Video targeted to external audiences
    • Winner: Total Campaign $100,000 or less
    • Certificate of Merit: Social Media
    • Best of Show: Public Relations Programs
    • Best of Show: Marketing and Communication Campaigns
    • Best of Show: Electronic Media