Rising Stronger Together
POINT OF FRICTION
As unpredictability and market tension escalated in the agriculture community, mounting pressure was taking a serious toll on farmers. We uncovered that mental well being, while a serious issue for many farmers, was one that few wanted to talk about or knew how to address. At the issue’s core was a stigma coupled with a lack of resources in rural communities. As a trusted resource to so many farmers on and off the field, Bayer was uniquely positioned to shine a light upon the importance of prioritizing mental wellness and self care.
From a quiet crisis to public awareness. #FarmStateOfMind offered a platform that inspired healthy conversation to acknowledge the realities of the stress farmers deal with, break down the stigma associated with mental health concerns, and connect growers to resources they may need. This cross-platform initiative included earned media as well as targeted digital and paid social - all built to intercept our audience at times they needed it most.
"As a farmer, you have plenty of time to yourself. Sometimes, that can feel like heaven. Other times, it can be a little tough. When you need someone to talk to, know you're not alone."