Telling Untold Stories: Supporting Black Farmers Through Strategic Storytelling

BASF’s mission to Create Chemistry for a Sustainable Future directly impacts millions—including farmers across North America. Agriculture is a cornerstone of BASF’s business, contributing to nearly $77 billion in global sales in 2023.

Among their customer base are Black farmers—communities historically excluded from resources and representation. To raise awareness and foster inclusion, BASF’s African-American Employee Resource Group (ERG) hosted a Juneteenth panel discussion at the company’s Durham, NC campus. The event sought to shine a light on the enduring challenges Black farmers face.

To support the effort, CGSC Creative produced a 12-minute documentary using on-location interviews, event footage, and BASF b-roll—highlighting both the human story and the strategic importance of equity in agriculture.

The result was storytelling that inspired culture and change:

• Improved Internal Engagement
  Visual storytelling captured attention across the company—including senior leadership—making the message resonate deeply.

• Strengthened Company Culture
  The documentary reinforced core values around equity, sustainability, and employee-driven initiatives.

• Clarified and Unified Messaging
  The video ensured consistent communication—critical to gaining long-term support for DEI initiatives and partnerships.