The Farmworkers Association of Florida was founded in 1983 by a group of farmworkers in Mascotte, Florida to address the needs of the farmworker community in Central Florida at the time. At first, the organization focused on harnessing the farmworkers’ collective power to fight for better housing, wages, and working conditions.
While FWAF continues to fight for these advancements, the organization also aims to challenge policies that exploit farmworkers and the rural poor or keeps these populations powerless and in poverty. FWAF strongly believes in collective power, and the organization has offices across Central and South Florida to be able to connect with the many farmworker communities in Florida. The organization now boasts 8,000 member families and five locations. The main location is still in Apopka, FL. The other offices are based in Fellsmere, Homestead, Immokalee, and Pierson.
One of FWAF’s main services is worker justice. The organization works to organize and build the skills of farmworkers so that they can address injustice in their workplaces. The organization also works with minority-owned small forces to help them access the resource necessary to operate their farm. In addition, the organization fights for immigrant rights. Because many present-day farmworkers are undocumented immigrants, the organization maintains that advances cannot be made without immigration reform.
The organization also has a pesticides action committee, which works to improve health and pesticide safety for farmworkers as well as assessing work sites for violations in worker safety regulations. This extends to other health education initiatives the organization that address issues of sexual health as well as a Sisters/Companera’s program that focuses on women’s health, especially those who are pregnant or have children. The organization also participates in many research projects to further examine the effects of farm working conditions on farmworker health.
Farmworkers also face a large amount of food insecurity, despite picking food for all consumers. FWAF organizes Campesino Gardens which give farmworkers access to locally grown, organic food. Additionally, because Farmworkers live in rural areas and may only have access to inadequate services, the organization has disaster response teams and resources to assist farmworkers who may be affected by hurricane, tornadoes, and flooding.
To spread awareness of these conditions and bring in volunteers, FWAF hosts service learning projects and has a quilt built as part of the Lake Apopka project that commemorates the original Lake Apopka farmworkers that worked on the old muck farms.
An Overview of The Campaign
This communication plan is focused on bringing awareness to the issue Farmworker’s face with a daily exposure to pesticides. Pesticides can cause great harm on the human system, however, many farms do not provide enough safety to safeguard farmworkers against the harmful effects of pesticides.
The general message is focused on bringing awareness to the symptoms of pesticide exposure and action steps viewers can take to help alleviate the prevalence of pesticide poisoning.
The logo features a sun that is representative for Florida, also known as the sunshine state. Likewise, the image showcases a farm worker who is carrying a bucket filled with oranges, a main crop in Florida. The main tagline is “for farm work with dignity” because FWAF focuses on creating a more dignified life for farm workers.