Despite being the single largest youth advocacy organization in the United States, 4H was struggling to expand membership beyond its traditional rural core. Worse, fundraising and corporate donations were down across the board, their capital fund a fraction of similar organizations such as Boy Scouts and Girl Scouts.
This biggest single problem was that when people bothered to think of them at all, it was an image rooted in the past: Cows and plows.
To change that perception and make 4H relevant to parents again we created the "Grows Here" campaign. This entailed months of photoshoots, video production and editing to bring it all together. What we delivered was an amazingly visual, high impact comprehinsive campaign that reached its audience through damn near every piece of media we could think of.