Bringing the Voice of Farmers Online: A Digital Campaign for a Hurricane Relief Initiative. When we first connected with the client, they had a logo and a social media specialist but no content or strategy. Nothing was moving online, and the farmers were not engaging with the program. They needed help to create content that would connect with their audience and bring life to the initiative. They realized they needed more than just posts—they needed a clear, simple, and visually compelling way to communicate the program’s value, eligibility, and application process. That was the moment they reached out to us.
Our client is a beacon of hope for underserved farmers affected by hurricanes Irma and María in Puerto Rico. This important initiative allocated $3 million in funding to help farmers recover and continue their work. However, the challenge was clear: reaching farmers through digital platforms, encouraging them to apply, and making a complex application process feel approachable. Despite having a logo, the client had no budget for paid ads and no existing content, which made connecting with the farming community especially difficult. The farmers, many of whom are not familiar with online platforms, became the heart of our focus. Our client wanted to promote the program through social media to meet an initial goal of 50 farmer applications. However, with limited internet use among the target audience, this goal was ambitious. The mission was to make the program visible, understandable, and inviting to a community that often prefers in-person communication.
We started by immersing ourselves in the farmers’ world. We studied their language, customs, and ways of communicating. Working closely with the program director, we made sure every piece of content aligned with the initiative’s values and goals. Despite tight budget limits, we managed collaborations with other organizations and participated in a media tour across rural Puerto Rico. During this tour, we learned how farmers talk about their work and saw firsthand how complicated the application process could be. This helped us tailor clear messages and visuals that spoke directly to their needs. We kept close contact with the program director to ensure deadlines were met and information was accurate, preventing confusion and delays.
We created a variety of materials to bring the program to life: posters for public spaces, an illustrated annual report, a presentation deck for public speaking events, and vibrant social media assets. These tools helped the initiative vastly exceed its goals: instead of 50, they received 790 applications, with 525 farmers participating. The campaign generated over 3.5 million impressions, reached 2.4 million people, and brought 12,000 visits to the program’s website. The combination of clear visuals and storytelling created a strong digital presence that made the program accessible to its audience. Our work helped the program find its voice on digital platforms, giving it exposure it had never had before. We balanced simplicity with engaging design to ensure farmers could understand the messages and feel encouraged to apply. The graphics and illustrations—featuring women farmers, tractors, and imperfect hand-drawn lines—captured the spirit and reality of the farming community. This approach helped build trust and interest, showing farmers that the program was made for them, not just for a faceless audience. In the end, the project was more than just marketing—it became a bridge between the initiative and the farmers it aimed to support.
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