We Are the 96% Campaign Finishes Strong in 2024

Lindsay Mitchell

Dec 14, 2023  |  Today's News |  ICMB |  Public Outreach

we are 96 collage


The We Are the 96% campaign brought to you by Illinois Farm Families will resume paid advertising opportunities in January and February 2024, concluding with a SuperBowl commercial for Illinois audiences on February 11, 2024. 


SuperBowl 2024 will mark exactly one year since the campaign began. 


thumbnails of different videosThe campaign seeks to correct the perception that Illinois farms are owned and operated by corporations. Instead, 96 percent of the farms in Illinois are owned and operated by families, a number that consumers would place at about 47 percent according to IFF research. The latest research also indicates that when non-farmers understand that Illinois farms are owned and operated by families, they are more likely to have trust in farmers and farming practices. 


Since February 2023, the campaign has been seen more than 30 million times in Illinois and is the most visited portion of the IFF website with about 66 percent of all website views. The 25 featured Illinois farm families have earned 4.46 million impressions on YouTube, 6.13 million impressions on Facebook and Instagram, and 4.40 million impressions on television and radio. These numbers are impressive, but only include data through August 2023 – and there’s more to come! 


January 2024 will see a return to television and connected TV ads, digital ads on social media and Spotify, new partnerships with social media influencers in the Chicagoland area, and some innovative new opportunities like billboard ads and placement in movie theatres. New families and new social media videos have been added, so plug into Illinois Farm Families on social media to watch for your favorite farm family to be featured. 


While you’re waiting, check out this opportunity for a Chicagoland social media influencer to visit Chris Gould in Maple Park, Illinois during harvest. Michelle learned about field corn and sweet corn, ethanol, on-farm technology, and so much more!  


IFF is a partnership of Illinois Beef Association, IL Corn, Illinois Farm Bureau, Illinois Pork Producers Association, Illinois Soybean Association, and Midwest Dairy that seeks to build trust in farmers and farming by building relationships with non-farmers in Illinois.