Cultivating Freedom campaign

Be-it Agency has created a campaign for FMC Corporation to help demine Ukrainian farmland. 

After analysing the challenges brought about by the war in the agricultural sector and engaging in conversations with farmers, the Agency formulated the core concept of the Cultivating Freedom campaign — to make Ukrainian fields free and safe from landmines, bombs, and shells. The Agency’s team devised the campaign’s strategy and crafted a visual identity.

To enhance the audience’s comprehension of the field demining issue, Be-it Agency conceptualised, scripted, and produced videos featuring FMC partners. 

Furthermore, Be-it Agency is actively providing ongoing communication assistance for the campaign.

As a result of russiaʼs armed aggression, Ukraine has quickly become the most dangerous country in the world. According to the State Emergency Service, about 30% of the country’s territory is mined, it’s twice as large as the area of Austria. The mining of agricultural land is a nationwide problem that causes enormous losses both in the domestic market and in the world as a whole.

FMC Corporation was the first among the world’s leading crop protection producers to exit the russian market at the war’s onset. However, due to insufficient communication, this development remained undisclosed to the wider public. The Agency faced the task of devising a campaign that, on one hand, could effectively convey FMC’s principled stance within Ukraine and beyond its borders, while also embodying the company’s dedication to aiding Ukrainian farmers. 

To tackle these challenges, the Agency devised the campaign centered around the concept of Freedom as a core value for Ukrainian farmers, representing the essential right to inhabit and work on their own land without constraint. In stark contrast to Freedom, landmines pose significant challenges not solely to Ukrainian farmers, but to the entire world due to the risk they pose to global food security.

Recognizing this, FMC aspires to contribute to safety through demining programs in Ukraine’s future where farmers can cultivate their lands without fear of explosive remnants from the war and pave the way for robust reconstruction efforts that benefit farming communities and the entire country.

Under the umbrella of its Cultivating Freedom campaign, FMC donates 3% of its sales in Ukraine to the international organization The HALO Trust, a world-recognized leader and expert in demining working in Ukraine.

Also, FMC Corporation FMC and the Ministry of Economy of Ukraine signed a Memorandum of Cooperation on June 22 during the Ukraine Recovery Conference 2023 in London. The collaboration aims to support the recovery of the Ukrainian economy, with a specific focus on its agricultural sector addressing key areas such as Food Security, Innovation, Farmers’ Safety, Knowledge Transfer, and Capacity Building.