The U.S. Soybean Export Council (USSEC) was using a 100+ page whitepaper to communicate to potential customers. They wanted to find a more effective way to share their information while making a strong connection with their customers.
The USSEC also needed to dispel some myths about soybean production Finally, it was important to simplify some of the complex detail to give their audience an succinct overview with crystal-clear takeaways.
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Comics for Communication
We put our heads together and created a story about a U.S. farm family in order to bring some personality to soybean production and to humanize the process of soybean farming.
In our comic, we wanted to showcase the ingenuity of farmers who practice sustainability as a gift to the next generation. Using compelling graphics and an engaging narrative, we highlighted the hard work and care that goes into creating a high-quality soybean crop.
Engaging Stories Delivered
Since comics have the added benefit of being easily understood in a variety of different settings and across cultural and generational differences, the U.S. Soybean Council could easily translate the comic so that it could be used internationally to explain soybean production. Individual graphics could also be used separately to accompany branded materials, infographics, website content, or social media posts.
Clarity of Messaging
Approachable graphics and characters mixed with a compelling narrative helped dispel misinformation that plagued the soybean industry. By embedding important facts in the mouths of relatable characters, the USSEC was able to emphasize the high quality level of soybeans produced in the US and sold to international markets.
Previously we were using a white paper to present a variety of facts. The short story Lion Forge developed for us conveyed many of the same details in a much more embraceable format that made people want to pick it up!
– Lisa Humphreys, Communication Manager, U. S. Soybean Council