Public Awareness Campaign – Produce Safety

Client: Texas Department of Agriculture

Background:

The Food Safety Modernization Act (FSMA) was signed into law by President Barack Obama on January 4, 2011. The FSMA has given the Food and Drug Administration (FDA) new authorities to regulate the way foods are grown, harvested and processed. The FSMA requires states to train farmers and consumers on preventing food borne disease. Texas leads the nation in the number of farms and ranches with 130.2 million acres and 20,000 produce farms and ranks in the top 15 producers of fresh fruit and veggies. Texas has a diverse population, much of which is Spanish-speaking.

Solution:

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 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. 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 foodborne illnesses from Texas produce.

OUR IMPACT

We operate in a variety of sectors for the common good: Education, Government Agencies, Non-Profits, Agriculture Bodies, Events and Entertainment Organizations, Food And Nutrition Departments