Since the beginning of the full-scale russian invasion, thousands of farmers from frontline and de-occupied areas have found themselves unable to work the land, as every step poses a deadly risk. Moreover, mined fields are not just a Ukrainian issue, they pose a global threat to food security.

One of the companies that took responsibility for supporting Ukrainian farmers was FMC, demonstrating true solidarity in difficult times. Within the first weeks of the full-scale invasion, FMC decisively exited the russian agricultural market, focusing on supporting Ukraine and investing in its economy. Our task was to develop a campaign that would effectively communicate FMC’s stance both in Ukraine and internationally while also embodying the company’s commitment to helping Ukrainian farmers.

What was done?

After analyzing the challenges faced by the agricultural sector due to the war and speaking directly with farmers, we developed the concept and visual identity for the "Cultivating Freedom" campaign, which aims to support and restore Ukraine’s agricultural sector, which has suffered enormous losses due to the war. The campaign’s goal is to clear Ukrainian fields of the remnants of russian aggression – landmines, bombs, and shells – so that farmers can safely return to their land and work on it.

The campaign is based on the values and mission of FMC - Cultivating Tomorrow, as well as the concept of Freedom as a core value for Ukrainians and Ukrainian farmer, symbolizing the fundamental right to live and work safely on their own land.

As part of the "Cultivating Freedom" campaign, FMC directs 3% of its revenue from sales in Ukraine to the international humanitarian organization The HALO Trust, a globally recognized leader in demining operations actively working in Ukraine. Additionally, FMC signed a Memorandum of Cooperation with the Ministry of Economy of Ukraine, focused on supporting the restoration of Ukraine’s economy and agricultural sector.

To draw attention to the problem of demining among the target audience – FMC’s partners and clients – we developed the campaign idea, wrote scripts, and created a series of brand image videos featuring FMC’s partners, and also provided active communication support for the campaign’s execution.

For example, we organized a press tour to mined fields in the Kyiv region for media representatives, where they saw the demining process firsthand and spoke with deminers who risk their lives daily to clear the land. Throughout the campaign, interviews, columns, comments, and press releases were published in Ekonomichna Pravda, NV Business, The Page, Agro Times, SuperAgronom.com, EBA, UkrAgroConsult, Latifundist.com, Propozitsiya, GrowHow.in.ua. Additionally, we launched a special project with Forbes (published in both Ukrainian and English online and in the July 2023 print edition of Forbes).

Results

Because of the comprehensive communication campaign "Cultivating Freedom", FMC gained a strong media presence and strengthened its recognition as a reliable partner for farmers in land demining. The campaign also positioned FMC as an industry leader among B2B agricultural market clients.

Campaign results for 2023:

20+ million UAH donated by FMC to The HALO Trust in Ukraine

1 million m² of land surveyed

>27,000 m² of land demined

25 teams of mechanical support and non-technical survey specialists

500+ explosive devices detected

8,4 million total media coverage

Moreover, the "Cultivating Freedom" campaign had a significant impact on brand awareness, customer loyalty, and FMC’s business performance, as confirmed by internal research (confidential).

The campaign’s achievements and great mission were recognized with the Partnership for Sustainability Award from the UN Global Compact in Ukraine. FMC was honored in the Economic Development category.