Our client in Indiana, the Conservation Cropping Systems Initiative, had the opportunity to post billboards across the state over 4 consecutive months.
As the first time for a campaign of this scale, we had the chance to explore positions and messaging and craft some fun an unique signs.
The concept for the messages was to inform a broad audience - from farmers to suburban homes - about the importance of healthy soil, why it mattered, and what they could do to help.
"Soil" isn't something that most people think about on a regular basis, so the goal was a challenge.
We created the hashtag #LovINsoil to focus on how much people really SHOULD love the soil under their feet, and in Indiana, specifically!
Next steps are building out the website to further articulate the campaign and provide tangible steps people can take to learn and help.