Midge Tolerant Wheat Stewardship Communications


Strategy in action …

Since 2009, Synthesis has worked alongside the Midge Tolerant Wheat Stewardship Team to raise awareness among wheat farmers in Western Canada of the critical importance of stewardship plan b

After a five-year run of the original advertising, it was time for a new visual approach to capture grower attention. Synthesis developed an impactful new creative approach: “There is NO Plan B.” This statement speaks to the importance of using an interspersed refuge system to preserve midge tolerance. Without the refuge, we risk losing the one and only tolerance gene. Hence, there is no plan B.

The new concept complements existing visuals and was rolled out in a number of tactics during the 2013-2014 growing season, including: print and digital ads, one-page inserts, website and trade show banners.

Strategy. Action. Results.