Helping a vital water program speak with one voice

Issues and risk management | stakeholder management | media management | Media training 
INDUSTRY: WATER & GOVERNMENT

The client:

The Farm Water Management Planning Program was a joint initiative of the Southern Drought Hub, NSW Local Land Services, and a network of regional delivery partners including Holbrook Landcare Network, Riverine Plains, Western Murray Land Improvement Group, Corowa District Landcare, West Hume Landcare, the Ricegrowers’ Association, Riverine Local Landcare Services and South East Local Land Services. The program was funded by the Australian Government’s Future Drought Fund.

The challenge:

The Farm Water Management Planning Project was established to encourage farmers to improve on-farm water management, with workshops and water management experts on hand to support farmers put a plan on paper.

Delivered by seven local organisations with trusted ties to farming communities, the program had strong foundations, but after a year on the ground, it was struggling.

Uptake was low. Messaging was inconsistent. And many delivery partners lacked the communications tools and training needed to engage farmers with confidence.

Our delivery:

We listened first - to the delivery partners, the challenges in each region and the needs of the farming audience.

Then we developed a new program-wide branding and communications strategy to relaunch the initiative with clarity and consistency. This included:

  • Developing a trusted, farmer-facing brand to lift awareness and unify messaging

  • Creating a central strategy with key messages, audience insights, channel mapping and a communications calendar

  • Designing templates and tools for use across regions: flyers, posters, pull-up banners and social media graphics

  • Providing media and copywriting support, including posts and media releases for local use

  • Delivering tailored communications and stakeholder training for extension officers

  • Running consumer behaviour training to help delivery teams understand what motivates farmers to act

We launched the new campaign under the banner:

Know Your Numbers. Know Your Needs. Know the Gap. Have a Plan.

Our impact:

With a clear brand, coordinated messaging and practical tools, delivery partners were empowered to promote the program with confidence. For many, it was their first experience with formal communications training, and the results were immediate.

Partners reported greater clarity in how to engage farmers, more confidence in articulating the program’s value and stronger alignment across the entire project. The new branding was used consistently across all regions, helping to build trust and increase visibility where it mattered most - on-farm.