Situation

According to Illinois Farm Families’ (IFF) 2020 Consumer Pulse Research: Illinois' consumers believe only 47% of farms in Illinois are family-owned, when in fact, 96% of the farms are owned and operated by families. Consumers who believe there are more family-owned farms are significantly more likely to trust farmers in Illinois for most statements related to farming practices.

Objective

Increase the number of Illinois consumers between the ages of 24-39 who identify the percentage of family farms in Illinois from 47% to 51% by January 2026.

Approach

We create an integrated launch campaign to deliver the simple, single-minded message that 96% of all Illinois farms are family-owned through the campaign creative platform of We Are The 96. This consumer awareness campaign continues through 2026.

Results

The campaign delivers impressive reach and engagement.

More than 500 million impressions, including over 15 million broadcast TV, radio and streaming impressions 5 million digital impressions across Facebook, Instagram, and TikTok and 500,000 video views Over 300 earned media stories with local, state and national media