"We Are the 96%" Campaign Caps Off 2024 with a Strong Finish

By Andi Anderson

The "We Are the 96%" campaign, orchestrated by Illinois Farm Families, is set to wrap up its advertising endeavors in January and February 2024. Culminating with a highly anticipated SuperBowl commercial targeted at Illinois audiences on February 11, 2024, this marks a year-long journey since the campaign's inception.

Focused on rectifying the misconception surrounding Illinois farms' ownership, the campaign emphasizes that a staggering 96 percent of these farms are family-owned and operated, in stark contrast to the public perception that hovers around 47 percent, as per IFF research. Recent studies reveal that when non-farmers comprehend the familial nature of Illinois farms, their trust in farming practices and farmers significantly increases.

Since February 2023, the campaign has garnered visibility exceeding 30 million impressions across Illinois, capturing a significant portion, roughly 66 percent, of visits to the IFF website. Featuring 25 Illinois farm families, the campaign has amassed a whopping 4.46 million impressions on YouTube, 6.13 million on Facebook and Instagram, and 4.40 million on television and radio. While these numbers are impressive, they only account for data up to August 2023, leaving room for further outreach.

January 2024 heralds the return of television and connected TV ads, along with digital campaigns on social media platforms like Spotify. New ventures include collaborations with Chicagoland social media influencers, innovative strategies such as billboard ads and cinema placements, and fresh farm families and video content on social media.

As part of the campaign's engaging content, Chicagoland influencer Michelle had the opportunity to visit Chris Gould's farm in Maple Park, Illinois, delving into field corn, sweet corn, ethanol production, farm technology, and more.

Illinois Farm Families, a coalition comprising Illinois Beef Association, IL Corn, Illinois Farm Bureau, Illinois Pork Producers Association, Illinois Soybean Association, and Midwest Dairy, aims to bolster trust in farming by fostering connections with non-farming communities across Illinois.

Photo Credit: gettyimages-ridvan-celik