What is Farm Worker Voices?
Debuting on Earth Day 2024, Farm Worker Voices is a powerful docuseries from the UFW Foundation that puts a human face on the climate crisis. Told through the lived experiences of farm workers, the five-part series reveals the harsh realities they face, including record-breaking heat, devastating wildfires, and hazardous working conditions, while highlighting their strength and resilience. As the people who feed the nation stand on the front lines of climate change, Farm Worker Voices urges viewers to take urgent action by demanding policy change, supporting climate justice, and standing in solidarity with those most affected.
Challenge
With the release of the Farm Worker Voices docuseries, I was brought on to develop branding and promotional materials to support the weekly rollout of the five episodes.
Solution
I led the development and production of all branding and promotional materials in assisting with the rollout. This included social media graphics, poster designs, a magazine ad, mobile and static billboards, a dedicated microsite, and an online merchandise store, all designed to amplify the series' message and encourage community engagement.
Result
The campaign helped bring meaningful attention to the stories featured in the docuseries and the broader issues farm workers face due to climate change. As each episode rolled out, we saw a steady rise in engagement across social media, with viewers sharing and responding to the content. The microsite and merchandise store drew visitors looking to learn more or show their support. By creating a consistent and thoughtful visual identity, we were able to connect with audiences in a way that felt both personal and impactful.
My Role
I served as the Digital Media Coordinator for the UFW Foundation from May 2021–Present.