Rural Aid

Rural Aid is Australia’s most-trusted rural charity and provides critical support to farmers affected by natural disaster through financial, wellbeing and fodder assistance. Rural Aid’s community programs help create more sustainable communities by building stronger futures for all Australian farmers.

Blue Hill was proud to deliver some of the elements of this campaign pro bono for Rural Aid, as one of our for-purpose partners. We recognise the critical work Rural Aid undertakes to support farmers, their families, and people living in rural and remote communities across Australia.

THE BRIEF

Raise Rural Aid’s profile as Australia’s most trusted rural charity in the lead up to Mates Day
Bring into focus some of the key issues faced by rural and regional Australia, including the mental and financial impacts of natural disasters
Help Australians to understand the challenges and sacrifices made by farmers, why agriculture is important and why sometimes farmers need support
Inspire donations to support Rural Aid initiatives including mental health and counselling services, fodder and water drops, school fee contributions and on-farm assistance

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THE STRATEGY

Identify and work with credible and trustworthy farming families to tell their story on the farm and connect consumers with the journey behind their food
Work with a high-profile ambassador to add a well-known voice to the campaign

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THE CONTENT

Four compelling and visually engaging case study videos filmed on farm with cutdowns for social media
Professional photography to support print media activity
Engaging written case studies for distribution to media and use on website
Media engagement including launch media release, and three case study media releases, media pitching, media management, video news release

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