Only 28% of U.S. soybean farmers viewed themselves as sustainable. That’s because most farmers weren’t sure which farming practices are sustainable, some of which they were already doing. So we created a campaign to educate them on each sustainable practice. After one year, 68% of U.S. soybean farmers viewed themselves as sustainable. Even more important, by defining all the ways to be sustainable, many were looking for next incremental steps to be even more sustainable on their farms, thus improving the marketability of U.S. Soy. Both the campaign and website won ADDYs.