To address the changing roles and realities of agriculture in America, G&S championed a plan that would speak directly to the growing number of female principal operators on U.S. farms. G&S encouraged Syngenta to sign on as a presenting sponsor of the new TV series, “FarmHer on RFD-TV.” For the show, we compiled and scripted 26 30-second featurettes to spotlight women in the industry as well as long-form episodes highlighting Syngenta female employees. With strong efforts in trade and business media relations, sponsored and earned social media initiatives and participation in ag community events, Syngenta reinforced itself a top partner for growers within this emerging group of decision makers. In its inaugural season, the campaign drove an increase in non-customers affinity Index for Syngenta and more than 950 click-throughs to the company’s web properties.
This campaign received the Silver Anvil Award of Excellence for Integrated Communications (Business-to-Business) from the Public Relations Society of America.