When it comes to agriculture chemicals, there are many misconceptions about the role they can play in sustainable farming. BASF Canada looked to ON to help bridge the gap between consumer perceptions and the realities of what sustainable farming entails.
We took to the streets of the Greater Toronto Area with a film crew and asked average urban consumers for their perspectives on sustainable food production. More than 120 responses were captured and five urbanites were invited to travel to farms in different parts of Canada to ask their questions first-hand. The conversations were filmed and a series of five short videos under the banner “BASF Conversations on Sustainability” were produced and posted to the BASF AgSolutions YouTube Channel, www.youtube.com/BASFAgSolutions. Agricultural and consumer media as well as bloggers were also directed to the videos to help achieve news coverage.
The video helped connect agricultural issues back to what matters most to consumers. The YouTube series resulted in more than 30 media opportunities from the print, online, and broadcast arenas – including an exclusive interview opportunity with CTV that demystified the sustainability of the agriculture industry. We also built relationships with several prominent Canadian lifestyle bloggers, who took to Twitter to promote the videos.