A movement of Farm Women sharing their experiences included digital and mass media support.
CommonGround is a movement of farm women who have conversations with urban women about where their food comes from. The volunteers share their personal experiences and are able to express shared values with other moms. A targeted digital and broadcast media campaign was launched. The television consisted of a four-month sponsorship of “MomsEveryday” on WOWT in Omaha. Four :15 television spots were produced, each one focusing on a current concern or issue. Matching digital ads were created for each topic. The digital ads ran on Omaha.com – aimed at women 25-54 and on WOWT.com. Each digital ad linked to a blog about the topic. CommonGround Nebraska has a blog website where Volunteers contribute personal stories, share research and, most importantly share their experiences growing and raising food. The digital ads shown here performed six times better than the average digital ad on Omaha.com. The average click-through rate was .26%! Consumers were linked to the information they were seeking. The mass media campaign was targeted and fully integrated with a consistent look and feel.
