Agricultural literacy among children is essential to fostering an understanding of where food comes from and the importance of farming in society. To help close the knowledge gap, WS created ‘All The Farmers You Will Know’ —a children’s book rooted in DEI principles that introduces families to the real faces and stories shaping agriculture today. This initiative was WS’s commitment to giving back to the industry. All profits from book sales were donated to Agriculture in the Classroom Canada (AITC), a non-profit organization dedicated to developing and distributing agriculture-related educational resources across the country.

At the end of 2023, we decided to further our commitment by developing a donation campaign supporting the cause. The core concept of the campaign was to make agricultural education accessible to every child by facilitating the donation of “All The Farmers You Will Know” to educational institutions nationwide. The big idea emphasized community involvement, making it easy for individuals and organizations to contribute directly to the future of agriculture by supporting the educational development of children through this book.

We strategically developed the campaign to engage a broad audience, from individual donors to corporate sponsors, who could select from various donation packages. Each package included a set number of books, access to exclusive educational resources, and a contribution to Agriculture In the Classroom Canada for higher-tier donations. Social media, email marketing, and a dedicated landing page were the primary channels to reach the audiences.

This initiative was so successful that AITC decided to name the book the “Agriculture book of the year” and, with the help of Cargill, distributed tens of thousands of copies to schools across Canada.