Being a Farmer is Beautiful
BACKGROUND
The derogatory phrase “you’re such a farmer” in Slovenian perfectly describes the image of a farmer’s profession, which is one of the least desirable and respectable in Slovenia. In the eyes of young people and their parents, being a farmer is a negative thing, which is why enrolments in agricultural courses have been declining dramatically for years. The perception of a farmer’s profession will not change overnight, which is why the Ministry of Agriculture needs a project that will address this issue in the long term.
INSIGHT
The perception of a farmer’s profession spreads its roots deep in the past. Today, a farmer can be a successful entrepreneur, they can work using modern technology and robots. The profession of a farmer offers meaning and a mission by working outdoors and with animals instead of sitting in an office. Many young Slovenian farmers have won international awards for innovation and entrepreneurship and have built wonderful careers. Today, being a farmer is beautiful.
IDEA
The Ministry of Agriculture, Forestry and Food is launching the “Being a Farmer is Beautiful” campaign to improve the image of farmers among young people, thus increasing the enrolment in agricultural schools and colleges. We are taking the campaign to where young people spend their time: on TikTok, where they follow their favourite influencers. We put the spotlight on four cool young farmers (Simon Čretnik, Janez Rakovec, Klemen Bobnar and Ajda Podlesnik) who embody the slogan “Being a Farmer is Beautiful”, and train them in the art of vertical video so they can become true TikTokers. With content completely different than anything else on TikTok, they will easily get attention and a positive response after showing their everyday life which is completely different than today’s perception of a farmer.
EXECUTION
The profile Being a Farmer is Beautiful hits the Slovenian TikTok scene. Simon, Janez, Klemen and Ajda start creating TikTok content regularly, documenting their everyday life on their farms. They create their own versions of popular TikTok trends, along with their own trends, they shoot skits, introduce their equipment, machinery and animals, answer questions and quickly become TikTok influencers, as the profile Being a Farmer is Beautiful becomes one of the biggest TikTok profiles in Slovenia in a short period of time.
RESULTS
profile followers
TikTok views
likes, comments and shares