The soil
tear-off calendar
daily inspirationfor farmers
Collaboration with BO Akkerbouw, Wageningen University & Research, and Deltaplan Agrarisch Waterbeheer
Awareness. Content marketing. Cross-media. Sustainable agriculture.
The foundation of successful agriculture? The soil, of course! The importance of healthy soil is increasingly recognized, but changes occur slowly and are difficult to see with the naked eye. The Soil Tear-Off Calendar ensures that soil remains at the forefront of arable and livestock farmers' minds every day. JEEN developed the calendar in collaboration with BO Akkerbouw, Wageningen University & Research, and Deltaplan Agrarisch Waterbeheer.
ambition
To make arable and dairy farmers aware of the importance of healthy soil and to inspire them to take action for better soil.
approach
Soil awareness is in the interest of the entire agricultural sector and is a regular agenda item for many of JEEN's clients and partners. This led JEEN to the idea of a tear-off calendar: the perfect way to capture the target audience's attention daily. This idea had previously been suggested by Thea van Beers from BO Akkerbouw-partner Agrifirm. Soon, it became clear that more parties were just as enthusiastic about the idea as we were, leading to a wonderful collaboration.
Our partners were responsible for contributing content, while JEEN's role was to translate that content into an engaging and accessible whole with the right mix of trivia, facts, quizzes, and photos. Sometimes in-depth, sometimes light-hearted. Sometimes informative, sometimes interactive. And with QR codes linking to background sources or the website www.bodemscheurkalender.nl.
At the end of November, the Soil Tear-Off Calendar, featuring 365 days of inspiration from and for our own soil, was delivered to Dutch livestock and arable farmers.
With the knowledge and support of DAW, WUR, and BO AKkerbouw, the production was made possible and the calendar was delivered to all farmers around the gift-giving season in December.