During May & June 2016 NSW Farmers Association, in partnership with Icon Agency, launched #Farmers4LandReform, a state-wide public education and awareness campaign to give the whole picture on the State Government’s newly proposed biodiversity reforms. 

The fully integrated campaign kicked off with a full-page press advertisement in Sydney newspapers and TVC targeting metro grocery buyers.

The 30-second TV ad and branded video content, directed by Icon’s Creative Directors Rod Clausen and Ed Bechervaise, featured farmers and their families from across the state calling for a more balanced, scientific and progressive approach to land reforms.

The campaign was supported by regional print ads, statewide radio spots, online ads, branded video content, traditional public relations and social media outreach. In addition, a series of local events hosted over the course of the campaign were designed to drive grassroots support and enhanced community awareness of issues.

A dedicated campaign hub featured educational case study videos, an image gallery and policy information relating to the NSW Government’s proposed new biodiversity laws.

“When coming up with the creative for the campaign, our team kept coming back to the issue that famers and the community weren’t considering all the information to take an informed stance on the legislation. The content pushed everyone to look more broadly at what this legislation really means for the land,” said Rod Clausen, Creative Director, Icon Agency.

The campaign wrapped up in July 2016 with exciting achievements, including:

  • 274 articles, resulting in an overall reach of nearly 71 million
  • #Farmers4LandReform held 70% share of voice in social media and 58% in traditional media
  • NSW Farmers was the top poster on issues around biodiversity on Facebook and fourth on Twitter