This project will communicate positive messages about animal agriculture to the state’s largest urban populations. Through a targeted marketing campaign, materials will highlight the role farmers play in getting local food to people’s plates while countering negative messages in mainstream media. Messaging will be developed in conjunction with the state’s pork, poultry, beef and dairy associations. The messaging will be used in social media advertising targeted to consumers in Charlotte and Raleigh. The second part of the campaign will be a customized online site featuring other content (video, text) that promotes animal agriculture and showcases farmers.