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The Voluntary Initiative The Voluntary Initiative
The Voluntary Initiative

Using social media to talk directly to the UK’s farmers

Brief

Get on the radar of farmers to communicate the primary benefits of Integrated Pest Management (IPM) and position the organisation as the UK’s primary delivery mechanism for promoting best practice in pesticide use.

Idea

Develop an engaging, farmer-facing social media campaign using a network of regional ‘VI Champion’ farmers and advisors.

Result

The campaign generated 76,000 organic impressions over the 3-month period, a 400% increase in engagement on posts and a 25% increase in followers on Twitter.

The Voluntary Initiative
The Voluntary Initiative
The Voluntary Initiative
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Taymount clinic Taymount clinic Taymount clinic

The Taymount Clinic

Taking a taboo topic and making it a mainstream conversation
University of Cambridge University of Cambridge University of Cambridge

University of Cambridge

Campaign outperformed on metrics and leads generated