Challenge
Agriculture plays a vital role in New Mexico’s economy, culture, and heritage, yet public awareness of the industry’s impact was lacking. The New Mexico Farm and Livestock Bureau (NMFLB) recognized the need for a strategic statewide campaign to educate residents, foster support, and increase visibility of the industry’s positive contributions to New Mexico.
Social media post example.
Click here to see more.
Strategy
- Commission a statewide public opinion survey to identify awareness gaps and message opportunities.
- Develop a brand and voice for New Mexico Agriculture to unify all messaging efforts.
- Utilize social media ads and online engagement as the core outreach tools.
- Create and manage a dynamic website to serve as the information hub for the campaign.
- Expand the program to include targeted in-person outreach at community events across the state.
RESULT
The New Mexico Agriculture brand has become a recognizable and trusted source of information for residents across the state. With high digital engagement and growing public awareness, the campaign continued to shift perceptions of agriculture in a positive direction. As the campaign evolved into new channels, it remains a model for long-term public outreach on complex policy issues.
