Case study: Addressing public awareness challenges for Canada’s Outstanding Young Farmers Program with the “We See You” campaign.
Canada’s Outstanding Young Farmers (COYF) Program is a non-profit organization that has highlighted excellence in Canadian agriculture for more than 40 years. Designed to honor farmers between the ages of 18 and 39, the program spotlights individuals who demonstrate exceptional farming production and best practices, innovation, sustainability, leadership, and community impact.
Every year, nominees across Canada are selected to participate in their respective regional events, where the finalist moves on to the National competition. At this event, a panel of judges selects two regional winners as Canada’s Outstanding Young Farmers. The vitality of the Program is maintained through the continued participation of alums, who return each year to the National Recognition Event to honor and welcome new members.
However, COYF has faced a recurring challenge: encouraging suitable candidates to engage with the rigorous application and interview process required for recognition. “Canada’s Outstanding Young Farmers Program has a history of 40+ years of recognizing farmers who excel in the agriculture industry. Over the years, we have had issues finding the individuals to recognize because they are a very humble group of people doing what they do best with no need for recognition,” explained Carla Keading, Program Manager at COYF.
In 2024, WS partnered with COYF to address this challenge head-on. The previous “Flip the Narrative” campaign had been in the market for two years, but a fresh perspective was needed. In talks with COYF, WS found that farmers may not seek recognition for themselves. However, their families, neighbors, and customers might be eager to nominate those who deserve it.
“As a National Sponsor, we help raise public awareness of the program. This encourages qualified individuals to apply and get involved. We also aim to inspire the audience to support and advocate for these remarkable farmers. I’ve been involved since 2023, working closely with the Program and individual recipients. I am inspired by the stories and achievements of the nominees who represent Canadian agriculture,” said Katrina Finke, Director of Operations and Client Partner for COYF at WS.
And so the “We See You” idea was born. The creatives featured farmers camouflaged into different environments of traditional Canadian agriculture practices: cattle, apple, and canola production. The main message recognized that farmers let their work take credit, but they were never the ones to blend in, and it was time to shine the spotlight where it was due.
“The creative inspiration came from considering the examples of camouflage in nature. Chameleons blend in with their environment to feel safe. Not standing out is a self-preservation mechanism and also the comfort zone. Similarly, the farmers often take themselves and their work for granted, becoming one with their environment and missing the opportunity to get recognized and celebrated,” said Maggie Ostler, Creative Director at WS.
Working with national media sponsors, the campaign was deployed in October 2024 via a set of various tactics.
Within a month of being on the market, the “We See You” campaign was met with overwhelming positivity, resonating with COYF and the wider agricultural community.
In November 2024, WS representatives Katrina Finke and Darcy Pawlik attended the 4-day National Recognition event in Lethbridge, AB. They gained useful insights into how the Board of Directors, alumni, and sponsors viewed the new campaign. The feedback reinforced the belief that recognizing farmers was a collective effort.
“With the new ‘We See You’ campaign WS developed, we are playing into the invisibility those farmers want while showing what they do. We hope the ads will encourage others to nominate those excelling in agriculture. We will continue to share the positive stories with the general public so they know how their food is produced and who does the work,” said Carla Keading.
By reframing the narrative and engaging the community, WS’s “We See You” campaign has set a new benchmark in celebrating Canadian agricultural excellence. However, it also highlights the ongoing need to raise public awareness about the program, ensuring more qualified individuals are encouraged to step forward.
