DairyNZ’s ‘Join Us’ campaign has changed perceptions for about four in 10 New Zealanders, with 82% saying it made them more favourable toward the dairy sector, research conducted for DairyNZ has shown.

Launched in January, it ran for just three months as a multi-channel campaign, ‘Join Us’ designed to reach a broad audience. The aim was to give Kiwis a better understanding of what it means to be a dairy farmer – connecting with everyday New Zealanders to build awareness and trust in the sector, and inviting more Kiwis to join dairy farming.

SURVEYING SHOWS ITS KEY SUCCESSES WERE:

  • Had great visibility – an estimated 3.1 million people (18+ years) saw the Join Us campaign at least once over the total campaign period.
  • High awareness – 1/3rd of New Zealanders say they have heard of or seen the campaign (unprompted awareness).
  • Strong recall of what the campaign was about – almost three-quarters of people aware of Join Us remembered a dairy sector or farming message, with ‘dairy sector as a career’ being the main message recalled.
  • Created positive impressions of dairy The main message people took from the campaign was to join or consider a career in dairy and that there were benefits, variety and skills to working in the dairy sector.
  • Positive flow-on effect – helping change perceptions The campaign changed perceptions for about four in ten New Zealanders, with 82% saying it made them more favourable toward the dairy sector.
  • DairyNZ has now kicked off an intensive GoDairy promotion that will run until August. It is aimed at inspiring, encouraging and recruiting younger people to dairy roles before calving.
  • With roughly 4000 dairy farming vacancies nationwide, and many farmers under real pressure to fill roles this season, DairyNZ wants to help attract more people to a dairy career.
  • GoDairy will appear across a range of social media and online platforms, encouraging people to visit godairy.co.nz to learn more about what dairy farming involves and how to apply.

WWW.GODAIRY.CO.NZ

WATCH THE JOIN US VIDEO AT:

dairynz.co.nz/news/dairynz-kicks-off-new-campaign-to-attract-more-kiwis-to-dairy/

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