#FarmStateOfMind

As unpredictability and market tension escalated in the agriculture community, mounting pressure was taking a serious toll on farmers. We uncovered that mental well being, while a serious issue for many farmers, was one that few wanted to talk about or knew how to address. At the issue’s core was a stigma coupled with a lack of resources in rural communities. As a trusted resource to so many farmers on and off the field, Bayer was uniquely positioned to shine a light upon the importance of prioritizing mental wellness and self care.

From a quiet crisis to public awareness. #FarmStateOfMind offered a platform that inspired healthy conversation to acknowledge the realities of the stress farmers deal with, break down the stigma associated with mental health concerns, and connect growers to resources they may need. This cross-platform initiative included earned media as well as targeted digital and paid social - all built to intercept our audience at times they needed it most.

With our sights fixed on May, aligning with Mental Health Awareness Month, we pinpointed the ideal launch window for our predominantly grassroots social awareness campaign. This strategic timing aimed to maximize impact, capitalizing on the heightened visibility and dialogue prompted by this significant month. Our goal was to ignite conversations, especially among the courageous individuals willing to openly address their personal struggles, thus fostering a supportive community around the campaign.

Following our initial efforts through targeted digital campaigns and paid social channels, a remarkable surge of interest in the topic became evident. Buzz began to reverberate beyond our projections, indicating an unforeseen depth to explore and nurture. Recognizing this pivotal moment, we seized the opportunity to further cultivate and amplify the growing momentum.

Our subsequent strategy involved maintaining momentum through the summer and leveraging the upcoming Farm Progress 2019 conference as a powerful platform to solidify #FarmStateOfMind's presence. This move aimed to propel our campaign's awareness to new heights, surpassing what traditional methods alone could achieve, and facilitating rapid expansion.

By mid-2019, the farming community had endured the brunt of historic floods, trade uncertainties, and numerous stressors. The customary positive seasonal updates online had rapidly transformed into a string of negatives, encapsulating the year's challenges for many in agriculture. Familiar phrases like "we'll manage" or "it's just another season" gave way to more uncertain questions such as "will we have another year?" or "can I continue?"

Even if 2019 had followed a more typical pattern, consider these recent farm statistics:

• Farm income plummeted by 45 percent over five years.
• Corn prices declined to two-thirds of their 1980s value.
• Median farm income dropped $1,325 since 2017.
• Trade deals remained unpredictable.
• Input costs and land rent kept rising.

Amid this backdrop, our intention was to make a resounding presence with #FarmStateOfMind at one of the industry's largest conferences of the year. This event aimed to echo our commitment to supporting the agricultural community during these trying times.

In the early stages of the initiative, speed and adaptability were paramount. Short deadlines demanded quick and flexible actions to generate fresh opportunities for engaging the community. Our focus was twofold: to amplify #FarmStateOfMind's reach and to foster active participation while cultivating a supportive and inclusive environment.

Our solution involved orchestrating an activation at the Farm Progress event. Our approach was refreshingly simple – we engaged attendees in meaningful conversations, avoiding overt product discussions or sales pitches. Instead, we addressed the challenges of the agricultural lifestyle, resonating with attendees on a personal level. By inviting them to take a photo in front of our backdrop and tag it with the relevant hashtag on social media, we initiated a powerful connection. We turned these photos into a mosaic displayed at the trade show and later events, also shared online. This mosaic symbolized the unity within our diverse agricultural community, reminding everyone that, despite their individual operations and lives, they are part of a strong, collective support system in challenging times.
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This strategy generated significant organic grassroots discussions online, propelling our initiative to greater prominence and capturing the attention of a broader community audience.

Amidst our momentum, we had more strategic moves to unveil. Riding the wave of energy from the conference, we embarked on a brainstorming session for a grand finale. Simultaneously, discussions were initiated with the American Farm Bureau Federation (AFBF). While we recognized the need to evolve from a sole initiative, we were resolute in our commitment to sustaining its vitality, considering the profound impact it had forged in such a short span. The agriculture realm resonated with it profoundly, and it was evident that the industry craved this resource.

Teaming up with AFBF, we masterminded a plan to host a Twitter live chat, a decisive collaboration aimed at shedding light on mental health within the farming community. This event pivoted on open conversations about self-care during turbulent times, alongside offering a repertoire of external support resources to guide individuals through the weighty challenges of the industry and lifestyle. The entire endeavor was meticulously tailored to resonate with the agriculture and farming community.

Our live event featured life specialists, wellness and behavioral health consultants, and esteemed members of AFBF, converging to engage in candid, informative conversations. This platform provided a tangible outlet for shared experiences, practical guidance, and accessible knowledge, effectively fostering a supportive environment for all participants.

Remember, the goal was always to offer stress relief through a cross-platform mental health initiative designed to:

• Break down the stigma surrounding mental health of farmers
• Connect farmers to the resources they need

With next to no paid media, #FarmStateOfMind used many channels and people to spark conversations. The campaign included Facebook and Twitter and a webpage with resources, as well as outreach to agriculture and general consumer news media, social influencers, mental health experts and agriculture associations.

Among the results:
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• 9 million impressions on Facebook and Twitter
• Coverage in nearly 50 publications
• 4,500 shares and retweets on posts—compared to a previous average of 15
• The American Farm Bureau Federation took over the campaign, ensuring its reach expanded.

I take immense pride in the enduring success of #FarmStateOfMind, which remains vibrant and impactful even after 4+ years. Its resonance within the community endures, serving as a powerful and ongoing discourse bolstered by the unwavering support of AFBF. This enduring journey stands as a testament to the strength of the original idea, the initiative's unwavering spirit, and the dedicated efforts we invested. It demonstrates the profound significance of providing a much-needed pillar of support to an industry that long lacked this essential element.