Situation

Like other states, water is a big deal in Wisconsin. There’s concern about the state’s natural resources, including water. Wisconsin Corn Promotion Board (WCPB) 2021 research reveals 70% of respondents are concerned about Wisconsin’s environment with polluted lakes, rivers and streams and water quality rising to the top. WCPB sees an opportunity to share farmers’ stories about water quality and the clean-water farming practices happening on farms today.

Objective

Increase the number of sustainability-minded consumers (ages 25-39) who think positively about Wisconsin corn farmers and believe they use sustainable farming practices and act in the best interest of the environment.

Approach

A multi-year “We’re all for clean water.” campaign helps raise awareness of Wisconsin farmers’ efforts of using clean-water farm practices that protect water quality. A website destination reinforces Wisconsin farmers’ commitment to protecting natural resources through farm practices like reduced fertilizer use and cover crops. Videos feature the farmers’ first person POV to connect with peers and localize the water connection through the shared values of keeping drinking water safe and water recreation activities abundant. An online water recreation guide ties Wisconsin’s top water recreation spots to the campaigns’ clean water messages and farmers favorite destinations. Partnerships with influencers like Madison and Milwaukee Moms and Discover Wisconsin create additional awareness.

Results

More than 12M impressions have been shared with campaign messages so far. Specific KPI results include:

20,00+ total web page views. 277% increase from 2022 to 2023. 2 million+ total video views generated through YouTube, social, and other digital formats (out of home, streaming). 75+ leaders from 19 NGO conservation and advocacy groups + local parenting groups attended WCPB's events.