Farmers face financial pressure, weather uncertainty, and isolation at levels most people never experience, but the culture of agriculture doesn't make it easy to say 'I'm struggling.' Louisiana Farm Bureau needed a campaign that could reach farmers where they were and make it feel safe to ask for help.

The strategic need: speak to an audience that handles hard things quietly, in a voice that felt like it came from the field.

Everything about this campaign had to feel like it came from inside the farm community. The imagery stayed on the land, language stayed plain, and one stayed steady, because a farmer who feels seen is a farmer who might reach out.

Project Credits
All parties involved, unless otherwise noted, were employees of the Louisiana Farm Bureau Federation at the time of the project launch in June 2022: Communications Director Avery Davidson, Facilities and Safety Assistant Matt Sirgo, and Graphic Designer Monica Velasquez.