The Telling Our Story initiative was launched by the NFF in 2019. Every day, Telling Our Story is better connecting Australians with their food and fibre, securing agriculture’s social licence to operate and positioning agriculture as Australia’s most trusted industry.
Telling Our Story is led by the NFF and supported by Meat and Livestock Australia, Nutrien Ag Solutions and Woolworths.
By October 2020, supermarket shelves were re-stocked but Australians were concerned about the economic fall out from the pandemic. The #BackOnTrack campaign told the story of the ‘everyday extraordinary’ efforts of farmers from Katherine to Coolac, who were fuelling Australia’s economic recovery.
Farmers like Sam Heagney, a grain and cattle producer from Mungindi, NSW who was employing grounded pilots to drive headers and Sydney Basin organic vegetable grower, Christina Kelman and her mum Rita, who when COVID hit, pivoted their farmers market business to contactless home delivery.
The messaging of farmers Emma, Henry, Sam, Nat, Christina and Kay were featured on billboards across the country, a significant digital and social media campaign; breakfast television countless radio programs. The media was particularly interested in the role of farmers providing jobs to unemployed Australians.
#BackOnTrack reached about 15 millions Australians!
At beginning of the COVID-19 pandemic, the #GotYourback campaign reassured all Australians that farmers were experts at working from home. Despite the challenges of COVID-19, farmers across the country were in the dairy, the tractor, and the paddock, getting on with the job of feeding Australians and the world!
The #GotYourBack campaign promoted Australia’s food security credentials and reassured Aussies that one thing they didn’t need to worry about was the country running out of food – thanks to the hard work of our farmers. #GotYourBack also had a message of thanks. Australians had given generously to help farmers during drought and now it was our turn to support our Aussies in need!
The campaign featured newspaper ads, billboards in capital cities and social media videos from farmers ‘getting on with the job’. The Prime Minister even posted a tribute to our farmers from his Facebook account – featuring the farmers featured in our campaign.
The #GotYourBack campaign reached about 6 million Australians
Launched in October 2019, the We Are Australian Farmers short film demonstrated the shared values between farmers and all Australians – highlighting that regardless of where we live and what we do, we are all motivated by the same values: to leave the planet in better shape than we found it and to provide a brighter future for the next generation.
AgDay, on the third Friday in November, is a day when the nation, from Bourke to Brunswick, Bunbury to Bundaberg turns out to celebrate our farmers.
In 2020, the fourth annual AgDay, was celebrated in a COVID safe manner with
socially distanced Long Table Lunches, an AgDay Bake Off (tapping into the COVID home
baking phenomena) and celebrations in schools across the country.
There were also messages of support from the Prime Minister and other high profiles Australians, including Mia Freedman, Matt Moran, the Wallabies, Giaan Rooney.
Australian Farmers, farmer.org.au, is the home of Telling Our Story. The platform features profiles of farmers from across the country; recipes using quality Aussie produce; farm facts; classroom resources and more!
Every Wednesday, the AustralianFarmers enews goes to an audience of more than 40,000 Australians who are interested to learn more about where their food and fibre comes!