ABOUT

Our communications strategy was designed to bring soils to life in people’s consciousness - be they young or old, urban or rural, a farmer, an environmentalist, a gardener, a pupil or teacher, a policy maker, a journalist, or just someone who is curious about what lies beneath our feet! As our visit to Groundswell in June showed, there is SO much to do to improve soil health, that it’s almost overwhelming. That goes for the policy side as well changes to farming, such as regenerative agriculture, but it all starts with raising soil in our consciousness.

we reached out to the world’s media and launched a social
media campaign which involved 3 aspects:-

1. The ultimate soils QUIZ: How much do YOU know about soils. Test yourself! e.g. What can we learn about soil by burying underpants and digging them up months later?
2. An ABC of soils - a soil LEXICON - Ever heard of a tardigrade? Do you know about regenerative farming?
3. TOP TIPS to take action on healthy soils - such as reducing your use of single-use plastics.

Our campaign work resulted in a 4 minute interview from Professor Bridget Emmett, soils expert at the UKCEH. This was broadcast live to a global audience of over 100m people (per week) on BBC World News show, 'World Business Report'. It was also seen by viewers in the UK watching BBC One News.

The campaign also secured support from important organisations and individuals, including The National Trust, which has 1.2m followers on instagram alone. Also, by Riverford, Isha Foundation, and the soil-conscious celebrity chef and environment campaigner, Hugh Fearnley-Whittingstall.