CLIENT: Raising Hope

SITUATION: Raising Hope was created with the mission of promoting the importance of mental health and safety to Kentucky’s farmers and their families.

OBJECTIVES:·

Generate awareness of increasing suicide rates among Kentucky farmers and reduce the stigma to reach out for support
Raise awareness of the issue within related communities
Increase awareness of resources available to address mental health and suicide among farmers in rural communities
Reduce stigma of farmers who have some level of mental illness but are afraid to admit it
Show support and appreciation of how farmers and their families impact our communities
Communicate the importance of farmers’ need to face stress factors in their lives
Convince farmers that it is OK to seek help

AUDIENCE:

Primary Audience: Farmers/family in specific counties in KY, primarily males

Secondary Audience: Rural communities

MEDIA STRATEGY:

Develop and execute a multilayered media approach to primarily reach Kentucky farmers across targeted counties and beyond
Utilize multiple digital platforms and farm publications
Create promotional and collateral materials to support the Raising Hope team at events around the state and to increase awareness throughout the year
Develop specific content that can also be utilized in native advertising
Show support and appreciation of how farmers and their families impact our communities

DIGITAL MEDIA TACTICS: