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Unlock the Secrets in the Soil  

Publication Date: 2017
Source: Silver Anvil Award
Product Code: 6BW-1712C16491
Organization/Author/Firm: USDA-Natural Resources Conservation Service
Category: Public Service
Industry: Government - Public Affairs
Outcome: Changing attitudes / Changing behaviors / Raising awareness

Public Service — Government

Category includes programs that advance public understanding of societal issues, problems or concerns.

At first glance, 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 multi-year, public service campaign designed to increase awareness of the basics and benefits of soil health to encourage the widespread adoption of soil health management systems. Thanks to this sustained public service effort (and the work of America’s farmers), farming practices are changing at an unprecedented rate and a wide range of environmental benefits are being realized.