Soils for Life was keen to use PR to broaden awareness of the critical importance of soil stewardship - and inspire more producers to consider regenerative agricultural practices to boost their soil and landscape health.
A key objective of this campaign was to highlight that regenerative farming approaches are no longer a fringe idea - the purview of philanthropists - but rather, are being increasingly adopted by commercial producers.
Central to this was the inaugural Soil Stewardship Summit. Held across two days at the historic Cavan Station in Yass NSW, the Summit provided the ideal opportunity to showcase the achievements of 40+ pioneer regenerative farmers - whose diverse experiences prove that soil stewardship approaches can be applied successfully to a range of production systems, climates, and soil types.
Our challenge was to amplify the work and research of Soils for Life beyond the usual niche of interested producers + and position Soils for Life and their case study farmers as trusted solution providers to a challenge of increasing national and global significance.
Regional PR leveraged our extensive network of media connections to generate widespread national press exposure with specific pitches created to tap into the relevant media.
Prior to the event, Regional PR secured a broadcast media opportunity with Sky News, which was syndicated across the Sky News Youtube, Daily Telegraph and The Australian. Selecting three case studies, including Soils for Life board member Sam Trethewey + two farmers, this 10-minute panel style interview was an incredible opportunity to reach new and existing audiences.
The second major media opportunity we secured was with Ag Journal. Inserted into the News Corp Rural newspapers, Ag Journal reaches every state and territory and is the biggest regional / Ag publication in Australia, taking the Soils for Life messaging to a vast and highly-engaged audience
In addition we were able to lock in an op-ed with Soils for Life CEO Eli Court with ACM, syndicated nationally. We worked closely with Eli throughout to ensure the message was on-point and matched campaign objectives.
Focusing on the biggest media outlets, key journalists were invited to Yass, with farmers, stakeholders and Soils for Life representatives interviewed across both days.
Media outlets included:
The Guardian
AAP
ABC Country Hour
ABC Landline.
THE STATISTICS - SOILS FOR LIFE SOIL STEWARDSHIP SUMMIT
176 MEDIA MENTIONS
AUDIENCE REACH of 206M
AD VALUE EQUIVALENCY of $1.9M