Challenge
To reverse soil health decline and to affect a step change in political and public understanding and appreciation of soil.
Solution
Parliamentary launch at the House of Commons for the Sustainable Soils Alliance, which encouraged collaboration among businesses, scientists, academics, farmers and NGOs. Social media campaign drove engagement and put soil at the heart of the Government’s 25-year Environment Plan.
Result
Strong coverage on soil health crisis in major national and farming media and assets shared on social media by high profile influencers – creating a consistent call to action.
Impact
Soil health is now recognised as central to the future of the Environment Plan. Gove has given SSA a mandate to hold the government to account on soil policy.
Media Coverage
