BASF’s work in “Creating Chemistry for a Sustainable Future” impacts millions - especially farmers.

Agricultural solutions is a key pillar in the company’s North American portfolio, contributing to nearly $77 billion in total 2023 sales. Among their customers are black farmers, who were historically marginalized from financial and other opportunities.

BASF’s African-American employee resource group wanted employees, leadership, and the public to understand the continued challenges black farmers face. The group hosted a panel discussion at the company’s Durham, N.C. campus on Juneteenth - a federal holiday celebrating the official end of slavery in the United States when word of the Emancipation Proclamation reached slaves in Texas.

Using on-location interviews of farmers and video of BASF staff, event footage, and company b-roll, CGSC created a 12-minute documentary highlighting the ongoing challenges black farmers face while also achieving some strategic objectives:

• Improve Employee Engagement: Visual storytelling kept key internal audiences, including senior leadership, engaged with the message.

• Enhance Company Culture: Impactful video can strengthen team connections while reinforcing company values.

• Increase Clarity & Consistency: Clear, uniform messaging is critical in gaining and maintaining initiative support.