Over 500,000 soybean farmers involuntarily pay into the soy checkoff every year. But research found most of them didn’t even know what it is and what it does. Sounds like we’ve got some educating to do. So we created this targeted multimedia campaign to explain how the checkoff is “you” and how your investment is going out and finding more places for your soybeans, which creates ROI that all comes back to “you.” After three months, there was an unaided 20% increase in checkoff awareness and a 7% increase in perceived value.