AGRICULTU-HER is campaign and community to inspire and support more young women (16–24 years old) in the UK to pursue a career in agriculture and promote the varied and diverse opportunities in the industry. 

A key motivation of the campaign is to challenge the narrow and outdated stereotypes of what agriculture is and showcase this diverse industry which includes crop genetics, animal nutrition, precision technology, drones, financial services, mechanics, and more.

The campaign’s identity is confident and energetic with language to reflect this, often playing on familiar turns-of-phrases. Paired with imagery of diverse women working in the industry, the campaign aims to make people reconsider preconceptions they may have about what work in the agriculture industry looks like.