Environment & Climate

USDA’s Natural Resources Conservation Service: Healthy Soil

Spanish-language multimedia campaign highlighting the lives of Spanish-speaking farmers in the U.S., nurturing their connection to the land and unlocking the health and economic rewards of vibrant, fertile soil.

The Goal

Highlight the health and economic benefits of healthy soil while enhancing awareness and knowledge of the Natural Resources Conservation Service (NRCS) brand, programs, and services among Spanish-preferring farmers, rowers and ranchers in the US.

The Strategy

We produced and executed a national Spanish-language radio campaign highly focused on rural areas and with integrated social media and print elements, to enhance awareness and knowledge of NRCS’ brand. The campaign highlighted the health and economic benefits of healthy soil and how to achieve this.

The results

The campaign engaged in 79 Hispanic markets, reaching 14,133,300 gross impressions via 151 HCN Global’s affiliated radio stations.

The deliverables

We produced two (2) original 60-second Spanish-language radio PSA segments for distribution on our national radio network, in addition to featuring on-air radio interviews with NRCS’ SME spokesperson Rudy Garcia. He was also the feature of a print column distributed to HCN Global’s publication network of 20 digital and hardcopy newspaper affiliates.