Situation

Soybean Cyst Nematode (SCN) is becoming resistant to most SCN-resistant soybeans, silently stealing yields from growers who don’t realize it because the pest can’t be seen above ground. Research shows growers have no idea how to manage SCN resistance or what it’s costing them. Few see a need to even test their fields for SCN. The soybean checkoff wants to change that.

Objective

Raise awareness of the SCN resistance problem and its impact on yield and move growers to actively manage SCN resistance on their farms.

Approach

Through one-on-one meetings with academia and industry partners, we build a united SCN Coalition and create consensus around consistent management messages. We provide a comprehensive digital toolkit with key messages, training, tools and videos that make SCN resistance, testing and management relevant to growers.

Results

A coalition of key opinion leaders (KOLs) aligns on action needed, multiplies the message and moves the industry to think differently about SCN. Ultimately we change the conversation and move more growers to actively manage SCN.

36 KOLs join the SCN Coalition, including 28 university soybean experts, 7 industry partners and an ag media partner Earned 11 million impressions among North American soybean growers and garnered a 20% share of the industry’s SCN discussion in year one Won a national NAMA Award for Overall Public Relations Campaign