The Problem
Maryland & Virginia Milk Producers Cooperative Association (MDVA Milk) spearheads the Net Zero Initiative to allow consumers to see the efforts of suppliers, processors, and the community as an environmental solution rather than a problem to the impact of agriculture on the Chesapeake Bay and the Watershed Area. With the perspective of five strategic partners in the Initiative, there is much to communicate to both their professional and consumer audiences.
The Solution
Establishing the somber problem at hand, we quickly turned to the Initiative’s plan for 2050 success for the dairy industry. Sharing how the Chesapeake Bay Watershed area works together for a more sustainable future via a more extended, holistic cut. In addition, produce four education-driven videos in which representatives of the Initiative strategic partners share how the Initiative addresses the four areas of focus to drive change, allowing us to dig into the pillars of the Net Zero Initiative in manageable and easy-to-understand pieces.
Strength in the power of numbers. The Net Zero Initiative highlighted MDVA Milk, MDVA owner-members, Alliance for the Chesapeake Bay, Dairy Management Inc., and the National Fish and Wildlife Foundation. Having all these voices support the effort and story was crucial.
Snackable content. There is a lot of information to cover in these condensed videos. Focusing on their four pillars of change allowed us to break it down to be more digestible for the viewer.
Boots on the ground. MDVA Milk is a project where it would have been easy to fill in the blanks with stock or previously shot footage. MDVA identified farms that have experienced the benefits of the Net Zero Initiative to become a rallying cry for the dairy industry, locally and nationally.