The mission
The Fédération des agricultrices du Québec (AQ) faced a significant challenge: increasing its visibility and expanding its membership base. The organization also aimed to strengthen its positioning among Quebec agricultural organizations while promoting its extensive range of services at a national level. To achieve this, it was essential to first understand the real issues faced by today’s women farmers.
The solution
To ensure the success of the initiative, a thorough strategic reflection exercise was conducted with the organization. This crucial step led to the establishment of a structured action plan that directly addressed AQ’s challenges. To ground the campaign in tangible reality, Léger was commissioned to survey women farmers in Quebec and familiarize themselves with their experiences. The results were revealing: 91% of respondents reported experiencing elevated or very high mental load. This striking statistic became the cornerstone of a multi-channel campaign, characterized by the participation of four remarkable women farmers, photographed in their daily environments across Quebec. These striking portraits, accompanied by a scrolling list of their numerous daily responsibilities, poignantly illustrate the reality of mental load. More than just an advertising campaign, these visual testimonies demonstrate how these passionate women juggle multiple roles while excelling in their profession, particularly with the support of a strong network. An integrated strategy was deployed, combining public relations with traditional and digital media, highlighting the concrete solutions offered by AQ: workshops, training, mentoring, and networking activities. The message was clear: success is possible, but it is not achieved alone—it relies on the strength of a supportive community.
The result
The campaign generated unprecedented visibility for the organization, receiving impressive media coverage across major print media, television channels, and radio stations in Quebec. The issue was even raised in the National Assembly, underscoring the importance and relevance of the message. Beyond visibility, there has already been a significant increase in membership and participation in workshops and conferences, along with marked growth in online communities, creating a true support network among women farmers.
“The strength of women farmers in Quebec lies in their ability to support and help one another. Our role has been to showcase this natural solidarity through a campaign that addresses the core of their daily concerns: mental load. The invisible weight of daily responsibilities, both professional and familial, affects everyone in our contemporary society. Therefore, it is crucial to create spaces for dialogue and support to foster the well-being and resilience of these committed women.”
Ève-Line Leduc
Partner and Vice-President
The success of this campaign is based on a strategic three-pronged approach. First, the use of evidence from the Léger survey established the credibility of the message. Second, the choice of the theme of mental load created a strong emotional connection with the target audience. Finally, highlighting the concrete solutions offered by AQ transformed a problem into an opportunity for action. The campaign will continue until March, further building a supportive community of women farmers across Quebec and Ontario.
“Thanks to this campaign conducted with the invaluable help of Prospek, we were able to shine a light on the reality of women farmers in Quebec and the strength of our community. Their expertise and understanding of our issues were crucial to the success of this initiative, helping us align our communications comprehensively and create real synergy across channels. Such support is essential for small organizations like ours. Together, we have proven that solidarity and mutual support are vital for overcoming daily challenges.”
- Katherine Rousseau, Executive Director, Federation of Women Farmers of Quebec
