Background:

Working with our client over 3 years, we have developed various outreach solutions that reach both farmers and consumers. For communicating with farmers, we developed compelling creative communicates to produce safety and compliance requirements at Texas Farms. As we kicked-off the project, one of the insights we uncovered was that the materials needed to be engaging and easy to understand. This is driven by two factors: 1) farmers and farm workers are rarely stationary and are mostly on-the-go and 2) the actual copy that must be displayed is technically complicated.

Solution:

To solve both, we created a look and feel that would invite any worker regardless of time constraints and literacy status. We also knew that seeing the pictures repeatedly would help explain the message and what they needed to do to be compliant with federal law. In addition to the posters, we developed a tri-fold brochure and one-page ad.

The consumer part of the campaign included billboard and a radio campaign encouraging them to wash their produce.

Results:

Training farmers and consumers on how to prevent food contagion saves lives. Long-term impact is still being evaluated, but there have been no newsworthy outbreaks of food-borne illnesses from Texas produce.