Source: Tom Johnston, MEATINGPLACE, 3/31/15

“FARMLAND,” a documentary film supported and led by the U.S. Farmers and Ranchers Alliance (USFRA), has won top prize in the PR Week Awards’ Arts, Entertainment & Media Campaign of the Year category.

Produced by award-winning director James Moll, FARMLAND got widespread play and has helped “to create a positive shift in consumer and media perception of modern agriculture,” USFRA officials said in a news release.

They noted that FARMLAND was accepted into five film festivals, debuted in 170 movie theatres selling more than 11,000 tickets — 84 percent above the estimate, earned a 93 percent positive rating on RottenTomatoes.com, and with the support of USFRA partner organizations, has been screened more than 1,000 times.

Surveys found that 53 percent of the primary target audience was aware of the documentary, and 46 percent were familiar with the organization, a 91 percent increase from 2013, according to USFRA.

FARMLAND also demonstrated a strong online presence with nearly 62 million impressions and more than 463 national media placements. Today the film is available through digital platforms and the DVD can be purchased at select Walmart retail stores, at Walmart.com, Amazon.com and can be rented via Netflix.

The FARMLAND campaign received the PR Weeks honor in New York on March 19th. The annual PR Week Awards recognize creative excellence in public relations programming and are viewed by the public relations industry as one of the highest honors.

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