The Challenge

Norco is a 100% Australian farmer owned dairy co-operative; a unique proposition which drives the organisation to always put its farmers first. To coincide with an in-store, on-pack promotion raising funds for The Black Dog Institute, which delivered mental health resources to regional communities, Havas Red were tasked to devise a campaign which put a spotlight on farmer mental health – in order to improve the livelihoods of Australian farmers.

The Solution

We formed a strategic partnership with The National Farmers’ Federation and launched the inaugural National Farmer Wellbeing Report; an in-depth analysis of the mental health of Australia’s hard-working farmers across all farming sectors. And the findings were both saddening and confronting.

Led by Norco, the Report featured a series of recommendations to help address the issue, starting with efforts to help ensure farmers’ felt valued by the Australia public, through to calling on the state and federal governments for urgent funding and action to help combat the crisis.

Our strategic editorial plan featured a series of exclusives, which were followed by an official media launch on farm with corporate and industry representatives, mental health advocates and farmers – ensuring we humanised the data and report findings with real-life experiences, challenges and commentary.

The Results

Launch day started with a 6 minute feature on The Today Show and ended as the lead story on The Project. The Report was described by media as “A landmark report”, “The most in-depth research to date” and “The most extensive report into the mental health of farmers”. 1,200+ media clips; 15M + reach

Norco became the #1 branded milk in QLD for the first time ever

Donation of close to $90K for Black Dog Institue raised via sales of Norco

50% increase in Norco referrals to the Farmer-to-Farmer helpline and 60 new Norco farmers helped. Norco appointment of Mental Health Support Officer. Appointment of a second Lifeline Farmer to Farmer helpline

Industry Awards:

  • AMI Marketing Excellence Awards – PR campaign of the year
  • AMI Marketing Excellence Awards – Purpose-Led campaign of the year
  • Mumbrella CommsCon Awards – Winner, Media Relations
  • Mumbrella CommsCon Awards – Shortlist, Content Creation
  • PRIA Golden Target Awards – Thought Leadership, Bronze
  • PRIA Golden Target Awards – Media Relations, Shortlist
  • PR Asia Awards – Shortlist, Corporate Social Responsibility