Be True Blue: Dairy Farmer's Drought Support Initiative

Edison was engaged by Dairy Farmers to create the identity of the Be True Blue Farmer Drought Fund. The final brand mark signifies a unified community spirit that can help lift farmers up, with the gradient reflecting the impact that buyers can make.

The final amount raised was $3,487,834 million, for drought affected farmers

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In October we launched the Be True Blue Farmer Drought Fund, temporarily increasing the wholesale price of our Pura and Dairy Farmers 1L, 2L and 3L branded white milk in participating retailers by 10c per litre and to pass this on to affected farmers in NSW, South East Queensland and Northern Victoria to help mitigate some of the financial challenges created by this 1 in a 100 year drought.

To generate awareness of the campaign – and assist in raising funds – we’ve partnered with local farmers in VIC, NSW and QLD to share their stories in an effort to increase understanding of the problem outside of regional Australia.

“We have also been overwhelmed by media company support for our Be True Blue Farmer Drought Fund,” Darryn said.

He said the campaign was initially planned for limited print and radio executions, but was rapidly scaled up to include print, radio, out-of-home, television and digital, based on significant media company support for the campaign.

News Corp Australia, The Australian Traffic Network, Austereo, Bauer Media, APN Outdoor, and Channels Seven, Nine, Ten and SBS all provided overwhelming bonus and free spots for the campaign, lifting reach to an estimated 7.27m Australians at launch and an additional 10.5m for the campaign’s duration.

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This article was originally published here http://www.truebluedrought.com.au/