Soil Association “Plant and Share Month”
Food For Life, part of the Soil Association, is about making good food the easy choice for everyone and reconnecting people with where their food comes from, teaching them how it’s grown and cooked.
Plant and Share Month is a lottery funded initiative created by Food For Life, and the idea is that communities plant seeds or are given seedlings in Spring and then share what they grew and make friendships and connections through food.
While Plant and Share Month is a national initiative, our brief was to reach community leaders and parents in the North East of England. The target audience was community groups such as Brownies, after school clubs and allotment groups. Our task was to encourage them to sign up for a free month of Plant and Share activities in their area.
Media Planning and Buying
Given the community focused and participation objective, local radio stations were selected because we know that local radio connects with the communities they serve. Airtime was used, enabling broad reach of the target audience.
The creative execution was designed to inspire and motivate people to participate. The ad was voiced by a native North East voice for added resonance with the community.
“The team at Trisonic turned a regional radio campaign around on an unbelievably tight deadline, they really understood the brief and the demographic my client wanted to reach. The script needed to work very hard to be engaging, interesting and informative. Trisonic really got under the skin of the project to produce a great script and voiceover, they worked collaboratively throughout.”
– Emma Heesom, Founder, You Say Agency
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