This video is currently doing the rounds and it worries me that many in our industry think it is important that somebody makes videos like this because we desperately need to feel good about ourselves
Whilst I can understand why farmers might feel the need to cheer for the hero in this video sadly all it does is promote the ‘them and us” mentality.
As farmers we tend to spend far too much time focusing on our detractors. We close our ears to our supporters and turn up the loud speakers when the activists come out to town.
We are not victims and people do loves us. Its time to party with the people who energise us
I asked one of Australia’s leading marketing experts what would be an example of best practice in this space and she suggested this as a great example of positive messaging and inclusive language
Some great feedback in this article from video creator Ashley Walmsley and farmer extraordinaire Georgie Somerset
agreed. its time …. 🙂
Thanks Deb. I have certainly started a conversation on this one. Looking forward to feedback
It is a great video. In my view there is no need for producers to apologise and it is long over due that that the ag sector gets on the front foot and gets the truth out effectively as this video does. There is a sector of the community who will always oppose anything and everything farmers do and to not fight back , to constantly turn the other cheek is counter productive and in the long term self defeating.
Sometimes the truth offends some people, so be it. If the ag sector wants to appear to be friends with everyone including those dedicated to destroying it, so be it, but it is the wrong way to go, sometimes the best form of defense is attack and for far too long farmers have been on the defensive.
Put the boot on the other foot and the extremists don’t know how to handle it. You just need to look at the response of Animals Australia over the Coles fiasco to see that. There should be far more of it, get those that oppose Ag to defend themselves.
Hi Paul I agree we don’t need to apologise nor do we need to go on the defensive. This is not a war. We need our customers as much as they need us and we must never forget that.
Sadly Paul whilst Ag thinks they were the winners in the Coles/AA bags scenario Animals Australia made a motza Their supporters came out in droves and donated.
I know what you mean – I’m mixed over it to be honest, i do think people need to be more aware of the necessity of farmers – (too many people seem to think that eggs etc come from the supermarket) and the necessity of a fair price for good produce but I agree that the video, although well made, has made a ‘them and us’ statement rather than educating that the general consumer needs a farmer to provide for them.
Re AA and the Coles boycott AA were the big losers out of it. For the first time they were questioned by MSM and to a larger extent than ever before were called to account for their actions and standard operating procedures.
The responses of Lyn White and her core supporters both in MSM and soc media showed just how rattled they were. Feedback I got from journos left me in no doubt at all as to the gnashing of teeth that went on in North Melbourne.
The war and that is what it is and if anyone thinks otherwise they have their heads in the sand, is ongoing but for the first time when the general public were informed of the issues they as a whole went against AA. it is that reaction which is the enemy of AA. A short term jump in minor donations is not a problem, the greater good that was done by preventing a huge company such as Coles from thinking it could get into bed with such an extreme organisation as Animals Australia and having both Coles and AA facing such a backlash is a huge plus for the ag sectors. The challenge was to prevent AA becoming mainstream but rather exposing them for their true very extreme alledgedly morally superior outlook to middle Australia.
Short term thinking is far too common in battles against groups such as AA. They will always be around but surely the more their extreme agenda is exposed the better it is for ag as a whole.
With the forthcoming change in the Federal political landscape the opportunity is there to further pressure AA on many fronts. It will be far easier to remove them from the table when vital decisions are being made. Such a group have no place at the table. Furthermore given their current tax exempt status with income tax , FBT and GST the chances of having those exemptions removed are highly increased. Removal of that status will impact on their current 3 million + annual budget to the tune of at least 40% once the flow on affects are factored in.
They will no longer be able to offer paid employees anywhere near the salary packages they currently do. It will place them on the back foot more or less all the time. The result of that will be that they become shriller and more desperate with a resultant loss of support among middle Australia. it is after all middle Australia where this war will be won or lost.
Hi Paul I will leave AA to you – you seem to have them on your radar. I am going to focus on all those wonderful people who love their farmers. #thankacustomer
If it seems a war, there are some true warriors for agriculture. We have data analysts and great battle leaders and this video is morale for our troops. We also have the team mending wounds and looking to the future – which is brighter thanks to your work Lynne.
One thing I’ve learned in business; always (try to) keep the end result in mind. Ultimately, what does this video achieve? Is it likely to make things better for farmers? No. In reality extremists are only a tiny percentage of the population (albeit noisy). Even if these types were to watch this video, would they change their views? Certainly not! And the majority of the population, who do respect farmers? They’re likely to see it as (another) farmer whinge, thus potentially eroding the positive image they do have. I don’t agree on a pollyanna outlook but nor do I agree with martyr/victim song-singing. Every occupation deserves respect. Most people I know work long hours and do their very best to do a good job, regardless of the field they’re in.
Fiona, I couldn’t agree with you more.