April 10, 2020
The ‘Young Farmers’ campaign was an ambitious effort to create a much needed dialogue with youth in Romania, educating them about what it means to work in farming in today’s modern age of technology and digital innovation. The campaign was a successful influencer marketing initiative centred around one core idea – dusting off the outdated image of the agricultural profession and demonstrating to youth in Romania the technological innovations that have revolutionised the industry. To accomplish this goal, Action recruited one of Romania’s most popular online influencers, TV personality Cabral, and put him to work in three farms across the country.
An entertaining series of videos followed, showing Cabral doing typical farming tasks in the ‘traditional’ way, then educated by farmers on the modern methods they employ using the latest technologies to accomplish the same tasks faster and more efficiently. The videos – with over 2 million views – utilised humour to engage the target youth audience and communicated one simple message – today’s agricultural science is a highly technologically advanced profession. This important message is a major step towards encouraging a new generation of farmers across the country.
“Corteva Agriscience is making significant efforts to engage young people in the agriculture industry by supporting social initiatives united by the general concept ‘New Faces in Agriculture’.” says Anna Babich, Corporate Communication Manager in Central & Eastern Europe at Corteva Agriscience. “As a brand-new agricultural company we are keen on utilizing a creative approach to collaborate with influencers and to engage youth. I’m glad that in Romania our professional partners from Action Global Communications supported us in achieving this goal and proposed such a powerful and effective solution.”
The winners for the SABRE EMEA awards will be announced in May.