An Authentic Life @

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Harvesting Passion From Your Work…

November 17th, 2011 · No Comments

Today I am posting from the John Deere Pavilion in Moline, IL.  We’re about to start a satellite media tour (SMT) that will connect two John Deere spokespersons with TV newsrooms across the country.  The purpose of the SMT is to give TV news programs the opportunity to conduct “interviews” with our spokeswomen to discuss a publicity campaign John Deere has undertaken called, Project “Can Do.”

Project “Can Do” is raising awareness for the critical need for more food production (it is estimated that by 2050, farmers will need to increase food production by 70 percent in order to feed a world population expected to grow to 9 billion). The focal point of the campaign is John Deere’s “Can Sculpture” which is expected to break a world’s record for the largest can sculpture ever made.  The sculpture weighs approximately 188 tons and uses more than 300,000 cans of food to depict the company’s new S-Series combine, which is the world’s largest, most powerful combine that can harvest more than 350 acres per day.

Each can within the sculpture is individually sponsored by consumers who sent in their name and photograph.  All the canned food will be donated to local food pantries when the sculpture is dismantled in mid-December.  The sculpture is 60-ft wide, 80-ft long and 16-ft tall.  It’s a tribute to America’s 2.2 million farmers.

From my perspective, this is more than just a publicity event.  The good people at John Deere take very seriously their commitment to being an integral part of feeding the world’s population.  By calling attention to the issue and saluting the farmers that are on the forefront of the effort, John Deere hopes to build public awareness and engagement.  For me to be on the inside of this event and witness firsthand John Deere’s dedication and commitment to the entire effort has been an honor.  Many jobs my company is hired to do are just jobs.  This one, however, has impacted me by way of seeing what the John Deere company is made of and what they value most.  It has been refreshing to see so many of them — employees, retirees, and volunteers — authentically and passionately committed to the cause.

Team "Can Do" at John Deere Pavilion after creating world record setting can sculpture

Ed Lamoureaux at John Deere's Project "Can Do"

Tags: Authenticity · Broadcast PR · Public Relations and Communications

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