Farm Radio
Making radio a powerful force for good in rural Africa
The creative challenge
Farm Radio supports small scale farmers in rural Africa through the power of radio. They are the only international non-profit organization focused on using radio to help African farming communities help themselves. They needed a creative brand-building campaign to establish a clear connection between the brand and the idea of audio and sound.
The solution
To get Millennials and Gen X to see the power of voice and audio, we created Photosymphony – an original soundtrack that helps plants grow, based on science.
As studies have proven that plants grow heartier, tastier, and stronger when you play them music, we dove into research to determine which genres influenced plants the most. After discovering it was a mix of heavy metal, jazz, and classical string music, we knew we needed to create an entirely unique score.
To do this, we engaged JUNO-Award nominated producer Andrew Forde, who has worked on sound production for artists like Justin Bieber. The song uses unique sounds, vibrations, and instruments that plants are susceptible to.
The soundtrack was then shared through Farm Radio's social platforms, email marketing channels, and on their website. The song and campaign also gained earned media through local news outlets.
This campaign was featured on CityNews Toronto
Services I provided
- Copywriting
- Concept development
- Strategy
- Songwriting
- Visual direction
Photosymphony soundtrack
Campaign posters
A poster series senior designer Jess Harris and I created to enhance the visual identity of the campaign.
