National Farmers Federation
Three programs for the body that speaks for Australian farmers. A workforce pipeline. A tax fight. A national case for farming.
placements through AgCAREERSTART
retention
Super Tax policy
reach, Keep Farmers Farming
The situation
Agriculture could not find young workers. A proposed superannuation tax threatened farming families holding land in self managed funds. And the sector needed the public on its side before it needed anything else.
What HCN owned
AgCAREERSTART: the full strategic architecture. Program design, recruitment, employer onboarding and delivery of a national gap year placing school leavers on farms.
Super Tax: the campaign creative and the mechanics. A supermarket receipt showing what the tax would cost at the checkout, and the petition that carried it to Canberra.
Keep Farmers Farming: the concept and the pitch. Delivery ran through the NFF and its partners.
What happened
AgCAREERSTART placed more than 250 young Australians into agriculture with 90 percent retention. The Super Tax was raised in parliament and the policy reversed. Keep Farmers Farming reached 1.6 million people and generated 7,100 media mentions.
Who said so
"Snappy campaign that grabbed attention and got the message across."Stacey Davidson, Media and Communications General Manager, National Farmers Federation
"Thank you for your expertise in herding us together and producing such a succinct and appealing story."Peter Thompson, farmer and rural advocate