Online Project Showcase

Visible Farmer - Film Project

  • Organisation:

    Kaufmann Productions Pty Ltd

  • ABN or Auspicing Organisation:

    41 130 138 135

  • Scope of Activity:

    Australia

  • Geographic Location:

    Australia wide, all states

  • Target Groups:

    Business Professionals
    Indigenous
    Migrants
    Mothers
    Rural / Regional
    Unemployed

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Funding Information

  • Total Funding Required (AUD):

    270,000

  • Current Funding (AUD):

    70,000

  • Funding Needed (AUD):

    200,000

  • Tax Deductability Status (DGR):

    Yes

  • Tax Concession Status (TCC):

    Yes

  • DGR Additional Information:

    DGR status granted via Documentary Australia Foundation

  • Other Funding Partners:

    N/A - in progress

Project Information

  • Project Commencement Date:
  • 15 Jul 2018
  • Project Completion Date:
  • 30 Dec 2020
  • What issues are addressed?:
  • “Agriculture is a fairly blokey culture. We’re determined to change that. We want to be gender inclusive, dynamic and progressive.” - Fiona Simson, first female President, National Farmers’ Federation

    Women are central forces on their farms, in their communities and across rural enterprises in Australia. They come from a myriad of Indigenous and migrant cultures, and offer significant leadership in sustainability, food security and policymaking. They make up 50% of our rural workforce, yet their voices are hardly heard.

    Until 1994 Australian women could not even legally claim to be ‘farmers’, the law defined them as domestics, helpmates or farmer’s wives. Today agriculture still represents as one of Australia’s least gender-diverse industries:

    • agricultural commodity councils: 91% male, 9% female
    • rural representative bodies: 87% male, 13% female
    • publicly listed agricultural companies: 93% male, 7% female
    • only 2.3% of all CEOs are female, well below the national average of 17%
  • Project Description:
  • “Without farmers we’d be starving, naked and homeless. We want for women on farms around Australia to proudly declare ‘I am a farmer’.”- Invisible Farmer Project

    The teaser trailer has just been released, see here for more information: https://www.youtube.com/watch?v=Ola94LxrAH8&feature=youtu.be

    The Invisible Farmer Project is the largest ever study of Australian women on the land, revealing their many untold stories and the vital, innovative role they play. For the first time it gives our female farmers a contemporary, authentic voice to inspire more women to step forward and help shape the future of Australia’s food production.

    This 3-year study (2017-2020) is funded by the Australian Research Council and headed by Museums Victoria in a nation-wide partnership with rural communities and top ranking institutions like Monash University.

    Visible Farmer, the film project, joins forces with the study, criss-crossing the country to document the extraordinary achievements of the women behind our food and fibre. It will provide the visual tools to instigate debate and drive social change towards gender equality.
  • Alleviating suffering / disadvantage?:
  • Visible Farmer will re-frame the public face of agriculture to empower rural women to achieve their full potential. Working in close cooperation with the study, we aim to:

    • raise public awareness for the diverse, vital and innovative role of women in agriculture

    • build a nationwide, long-term network to connect and transform the lives of rural woman:
    - empower more female farmers to take on leading roles
    - encourage women through the ranks by providing role models and mentors
    - inspire young women from all backgrounds to enter the field of agriculture

    • enable far reaching outcomes in research, industry and eventually public policy to reverse the gender inequality in Australian agriculture

    “We are very excited by the opportunity to work with Kaufmann Productions and the film project. This will greatly enhance our reach, community engagement and impact.”

    - Liza Dale-Hallett, lead curator Invisible Farmer Project, Museums Victoria
  • Changing Policy, Practices & Systems?:
  • We work in a united front with the Invisible Farmer Project and its partners, who in turn amplify the reach and impact of each outreach strategy through their own networks, including:

    • dedicated social media engagement
    • series of education programs for primary & high school students
    • school & university screenings
    • community events
    • touring exhibition to visit regional centres
    • milestone media campaigns across social media, print, radio and TV
    • enhanced speaker engagement at agricultural conferences and bodies
    • book on the stories collected
    • series of academic papers on a wide range of topics, from the history of rural women’s movement to contemporary analysis
    • series of 45 life histories of Australian farm women to form a major public collection to be held a the National Library of Australia

    Central to these strategies are our media assets, the visual stories provided by our film project, which will form a lasting part of the study and outreach materials.
  • Investing in or empowering women?:
  • Spreading the stories of women on the land far and wide, means investing in their future. These stories finally give women credit for their pivotal contributions, a crucial first step to change not only public but also industry internal awareness of who our farmers are. It will strengthen the position and voice of Australia’s female farmers.

    By sharing these stories we connect women across the country, build and foster new communities, provide role models and mentors, and inspire more women to participate and lead on farms, across agricultural businesses, right up to the industry’s boardrooms. It demonstrates that farmers are female and successful – and Australia needs the new ideas and perspectives that women can inject into agriculture.

    As filmmakers we understand the power of storytelling. We know visualising a story is crucial to it being heard.
  • Media / Promotion?:
  • Visible Farmer is the study’s multi-platform media component with 2 distinct production phases:

    1) a series of 15 short film portraits of women from different agricultural sectors while the study is ongoing (2018-2020); films are regularly posted on the project’s social media, engaging with its rapidly growing online community, while actively facilitating research and outreach

    2) a long-form feature documentary towards the end of the 3-year study (2020) to reach a national audience across TV, event cinemas, film festivals and the project’s continuing outreach campaigns

    We follow an ‘up-side-down’ distribution pathway: starting with freely accessible short films online, then moving on to traditional platforms for the long form in Phase 2. This will build a strong community who will continue to drive the change for gender diversity well into the future.

    We are currently seeking funding for Phase 1.
    Funding of Phase 2 will build on the success of Phase 1 and start in 2019.
  • How is success evaluated / measured?:
  • Phase 1 short films are designed for free access and online sharing, where engagement can be directly and constantly measured: the project’s digital platforms are growing rapidly and its social media (Facebook, Twitter, Instagram) already attracts over 100,000 interactions a week (views, likes, shares, comments). An impressive indication of its reach and impact.

    Influencers start conversations on social media and begin to span across all states, urban and rural communities, agricultural industries, NGOs, media, MPs, and internationally (details on linked website).

    Phase 2 long-form documentary will reach a national audience on TV and at special event screenings, where numbers of visitors, schools reached and TV ratings are good indicators for success.

    Ultimately we want structural change. The Invisible Farmer Project, funded by ARC, will track every shift towards our main goal: gender diversity. Its key indicator will be rising percentages of women representing on industry bodies.

Contact Information

  • Contact Person:

    Gisela Kaufmann

  • Email:

    gisela@kaufmannproductions.com

  • Website:

    Click Here

  • Phone:

    0409 415 333