Background

In May 2016, the NSW Government released a package of reforms to land management and conservation for public consultation. To coincide with the release of draft legislation, NSW Farmers engaged Icon to create a public awareness and influencing campaign to ensure the voice of farmers was heard and listened to.

Challenges

Legislative reform is never simple. Our challenge was to ensure that Farmers’ position on land reform was not drowned out by opposing groups. We needed to provide balance to the public debate by presenting a well-reasoned rationale for reform, while activating the whole NSW community to support farmers’ rights.

NSW Farmers

Execution

#Farmers4LandReform was a state-wide public awareness and influencing campaign designed to give everyone in NSW the ‘whole picture’ on land reform. Aimed at metro audiences, who are less likely to be aware of the effects of land management legislation on farming, the fully integrated campaign launched with TVC and full-page press advertisements running in Sydney media. 

The campaign creative and tagline, ‘Get the whole picture’, was based on the premise that audiences needed more information to take an informed stance on the legislation. Campaign content was designed to push audiences to look more broadly at what this legislation really means for farmers and their land.

The 30-second TV commercial and branded video content, directed by Icon’s creative team, 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, state-wide radio spots, online ads, branded video content, traditional public relations and social media outreach. A series of local ‘town hall’ events featuring government MPs was designed to drive grassroots support and engagement and enhance community awareness of issues. A dedicated campaign ‘hub’ website featured educational case study videos, an image gallery and policy information relating to the NSW Government’s proposed new biodiversity laws.

Solution

#Farmers4LandReform was the largest public awareness and political lobbying campaigns NSW Farmers has ever undertaken, encompassing TV, radio, print, online, PR, web and public events. 

Over three months from May to July 2016, the campaign achieved:

  • 274 media articles 
  • Overall reach of 7 million people  
  • #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 
  • Days before the campaign wrapped, the NSW Government announced it would extend the consultation period and offered crucial biodiversity mapping concessions to farmers – all as a direct result of the NSW Farmers’ campaign.