Work Get the whole picture. Farmers for land reform.

Deliverables
  • Creative ideation
  • Website design & development
  • Online advertising
  • Social media
  • PR & media relations
  • Video production
Overview

#Farmers4LandReform was a state-wide public education and awareness campaign designed to give audiences 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.

 
Awards

Winner 2017 Asia-Pacific Stevie® Awards for 'Innovation in Public Affairs Communications'
Winner 2017 CommsCon Award 'Best Government Relations Campaign'
Winner 2016 Public Affairs Asian Golden Standard Awards: 'Corporate communications, Digital communications, and Government relations'

Background

A PUBLIC AWARENESS CAMPAIGN THAT ENSURED THE INTERESTS OF FARMERS WERE REPRESENTED

In May 2016, the NSW Government released a package of reforms to land management and conservation for public consultation. Designed to benefit farmers and the environment, the proposed reforms were part of the government’s re-election platform. To coincide with the public release of the proposed legislation, NSW Farmers engaged Icon to create and launch a public awareness campaign that would ensure the interests of farmers were represented during the consultation process and public debate.

Challenges

INFLUENCING STATE GOVERNMENT ON THE NEED FOR REFORM

Legislative reform is never simple. Indeed, it's only likely to succeed when there is strong support from the wider community. Our challenge was to ensure that the argument for land reform was not drowned out by opposing groups. To succeed, we needed to help balance the public debate by presenting a well-reasoned rationale for reform, while activating the NSW farming community to be advocates for the new Biodiversity Conservation Act and continue to influence State Government on the need for reform.
See the campaign launch video below.

Solution

A STATE-WIDE PUBLIC EDUCATION AND AWARENESS CAMPAIGN DESIGNED TO GIVE AUDIENCES THE ‘WHOLE PICTURE’ ON LAND REFORM

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. The campaign content was designed to push audiences to look more broadly at what this legislation really meant 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 to enhance community awareness of the issues.

A dedicated campaign ‘hub’ website featured educational video content, an image gallery and policy information related to the NSW Government’s proposed new biodiversity laws.