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Unlock the Secrets in the Soil Campaign   Add to Cart Secured Document - MyPRSA Login or Purchase Required

Publication Date: 2014
Source: Silver Anvil Award of Excellence
Product Code: 6BE-1405G01
Organization/Author/Firm: USDA-Natural Resources Conservation Service
Category: Integrated Communications / Internal Communications / Media Relations
Industry: Agriculture / Government - Public Affairs
Outcome: Raising awareness

2014 Silver Anvil Award of Excellence Winner — Integrated Communications — Government

Campaigns include any program that demonstrates leadership of public relations strategies and tactics in a creative and effective integrated campaign, along with other marketing or communications. The program must demonstrate the clear leadership of public relations, along with its integration with other disciplines.

Let's face it. Soil isn't sexy. But improving soil health on the nation's cropland will lead to continental-scale improvements in our water, air, and wildlife – all while enhancing long-term agricultural productivity. ""Unlock the Secrets in the Soil"" is a marketing communications campaign designed to increase the awareness of the basics and benefits of soil health to key audience groups. Ultimately, the goal of the campaign is to encourage the widespread adoption of soil health management systems. Improving the health of the nation’s cropland will yield a plethora of production, environmental, economic, and societal benefits--all while helping farmers feed a burgeoning world population.