president, advocated on the hill, placed op-eds in media publications throughout the west, posted on social media to build public awareness and encouraged respective association members to reach out to their representatives. Subsequent Platforms: • Video Series: WG filmed, edited and posted videos to educate consumers on how the drought is forcing farmers to abandon crops. Each video vividly depicted the crops being sacrificed due to lack of water. The videos also ended with a call to action of urging congressional leaders to invest in aging water infrastructure to prevent further cuts to farms in future droughts. • Press Release: To elevate the message and further the video reach, WG wrote and distributed a press release to media. The press release contained quotes from farmers featured in the video; embeds of selected videos; and links to all the videos. o Media Interviews: As a result of the press release, WG facilitated numerous interviews between journalists and farms featured in the videos. • Social Media: The videos and press release were posted on Facebook, YouTube and Twitter—with a tailored message for each respective audience.
Results: • 13 media outlets covered the story, resulting in a reach of 14.4 million • The videos received a total of 65,800 views • 3,000 people interacted with the video (comment, like, share) • In August 2021, the U.S. Senate passed a bipartisan infrastructure bill that included $8 billion to support water infrastructure in the West
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NOVEMBER | DECEMBER 2021
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