Dropping in on self-care
Farming can be a tough, often solitary occupation that takes a toll on mental health. Surfing For Farmers is a unique opportunity for Kiwi farmers to take a break from their daily grind and overwhelming to-do lists and engage in outdoor activities, enjoy fresh air, exercise, and connect with fellow farmers, rural families and industry professionals.
By engaging in surfing activities, farmers and growers gain a renewed perspective and prioritise their own self-care. This simple yet effective approach enables participants nationwide to place themselves at the forefront of their responsibilities.
Surfing for Farmers needed a fresh new identity and brand story to help them secure funding to roll out this great initiative across the country.
The category norm
Our stereotypical view of the ‘average’ New Zealand farmer is one of a stoical “she’ll be right” mentality. But so often this is far from accurate. New research from Massey University shows farmers and farm managers have a 70 per cent chance of burnout (in comparison, the report says chief executives have a 30 per cent risk of burnout while hospitality workers are just under 20 per cent). Startlingly, between 2012 and 2020, a farmer died by suicide about every three weeks. That is 153 farmers or farm workers, according to the Ministry of Justice.
The standout idea
Using the vernacular of surfing, we positioned Surfing for Farmers as ‘The perfect break’, combining it with an identity that was at once both retro and contemporary in style.
Outstanding execution
The brand story and accompanying assets established a visual style and tone of voice for the brand that resonated strongly with both potential funders and farmers. It’s professional while being genuine, caring and fun.
Client
Capabilities
- Brand & Experience
- Creative & Design
Brand development
Logo design
Merchandise
