Increased urbanization and climate change are threatening the agricultural community in Delta. Local residents needed to learn about the risks their neighbours are currently facing.
Delta is one of the most important agricultural regions in the province of BC, yet many residents of Tsawwassen, Ladner and North Delta are unaware of the important work being done by farmers in the fields they drive by every day. CREW was tasked with helping to raise public awareness and strengthen community support for the agriculture sector in Delta, as well as educate the community about the potential impacts of climate change on agriculture.
The first step was to change the language surrounding the conversation so people could relate to the issues. Instead of fostering ‘us’ and ‘them’ mentalities between farmers and residents, we wanted urban residents to feel connected to the farming families in their community. To do that, we framed the conversation around being neighbours, using three simple interlocking propositions:
1. We’re all neighbours in Delta.
2. Some of your neighbours produce the food you’re eating.
3. Those neighbours are adapting to the effects of climate change.
A fold-out poster was designed to hand out at local farmer’s markets, schools and other events with gorgeous custom photography, a harvest calendar, plus stats and stories about local farming neighbours.
A series of three videos featuring real urban Delta residents visiting one of their farming neighbours each tackled a different agricultural or climate change issue in a Reality TV style. These videos were promoted with an ad buy on Facebook to local residents.
New website content, a Social Media Kit partners can integrate into their online content calendars, a series of articles published in the Delta Optimist and integration with the Ag in the Classroom program expanded the reach of the campaign to local audiences.
unique residents reached with video
likes, comments, and shares on Facebook
Local residents and farmers alike loved the neighbourly, friendly feel of the campaign which made urgent messages real and relatable. A Facebook ad campaign reached one-third of all Delta residents with only a tiny budget and received overwhelmingly positive comments and hundreds of shares. The poster was so popular it had to be re-printed and the campaign materials are being used in schools across Delta as part of the Ag in the Classroom program.