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Welsh Government

Small Farms, Big Futures

Recruitment drive for the new agri-environment scheme.

Sustainability & Environment36–4546–5556–6565+Scanned 2026-03-01AI confidence 64%

Executive summary

The campaign is likely to land well with civically engaged audiences aged 35–55 who already value the topic, but risks feeling distant to younger and lower-trust audiences unless the core message is grounded in a more specific, everyday moment.

Main opportunity
Reframe the hero message around a concrete, local behaviour — this significantly increases perceived relevance in Welsh audiences.
Main risk
The current tone reads as institutional, which reduces trust and click-through among 18–25 audiences on social channels.
Recommended next step
Test two hero-line variants with 8–10 participants from the primary audience before finalising the OOH artwork.

Improvement recommendations

Accepting a recommendation updates the forecast below

critical

  • Rewrite hero line

    Replace the current hero with a concrete, first-person action.

    Why: Increases perceived relevance for the 18–25 segment. · Audience: 18–25 · Addresses: Perceived institutional tone

recommended

  • Add bilingual variant for Wales

    Produce a Welsh-first hero artwork for Welsh-speaking regions.

    Why: Historically lifts recall in these regions. · Audience: Welsh speakers · Addresses: Regional interpretation gap

optional

  • Shorten social body copy

    Cut social copy by ~30% for 1:1 crops.

    Why: Improves readability on mobile. · Audience: All social · Addresses: Copy density on social crops

Performance dimensions

AI forecast — validate with human testing

Performance dimensions

AI-predicted performance across campaign dimensions. Accept recommendations above to see the projected uplift.

  • Strength (75+)
  • Adequate (55–74)
  • Risk (<55)
  • Predicted attention68
  • Message comprehension74
  • Perceived relevance58
  • Emotional response71
  • Trust62
  • Memorability66
  • Likelihood to engage55
  • Likelihood to act49

Strengths, weaknesses, risks & opportunities

Strengths
  • Clear behavioural ask
    medium

    The desired action is specific and time-bound, which historically improves conversion.

    Evidence: Internal campaign benchmarks 2023–24 · All

  • Emotive visual anchor
    medium

    The hero image aligns with prior prior high-recall work.

    Evidence: Post-launch recall study, 2024

Weaknesses
  • Copy density on social crops
    medium

    Body copy exceeds recommended character count for 1:1 crops.

    Evidence: Platform readability guidelines

  • Weak second-tier message
    medium

    Supporting message is abstract and lacks a concrete example.

    Evidence: Internal message testing archive

Risks
  • Perceived institutional tone
    high

    Language patterns match campaigns that under-indexed on trust with 18–25.

    Evidence: Audience evidence: youth trust study · 18–25

  • Regional interpretation gap
    medium

    The metaphor may not translate as intended in North Wales.

    Evidence: Cultural insight — Gwynedd focus groups · Welsh, rural

Opportunities
  • Bilingual hero treatment
    medium

    A bilingual hero line performs better in Welsh-speaking regions.

    Evidence: Bilingual campaign performance, 2023

  • Community messengers
    high

    Community-led testimonials could lift trust scores.

    Evidence: Trust uplift study

Interpretation risks

  • "That the campaign is directed at people already behaving well."
    Audience: 18–25, urban · Evidence: Interview quotes from 2024 sustainability wave
    Likelihood medium · Impact high
    Mitigation: Reframe hero line as an invitation, not an instruction.
  • "That participation requires more effort than intended."
    Audience: Parents, 36–45 · Evidence: Task-effort perception study
    Likelihood medium · Impact medium
    Mitigation: Add a one-line effort cue below the CTA.

Engagement barriers

Low perceived relevancehigh

Younger audiences may not see themselves in the imagery.

Persona relevance benchmark

Message complexitymedium

The supporting paragraph averages Grade 12 reading level.

Readability analysis

Weak call to actionmedium

The CTA verb is passive.

CTA performance archive