This is the social extension of McCain's wider Everyone Chip In sustainability campaign. We sent lifelong city dwellers to farms to learn firsthand about agriculture and highlight the sustainable practices McCain is championing. The goal was to educate both them and our audience in a relatable, engaging way.

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This work tested strongly in concept-stage research, outperforming the above-the-line campaign by Adam & Eve DDB. As a result, the ATL idea was adapted to fit the social approach, instead of the other way around.