2024 Impact Report.
At The Do More Agriculture Foundation (Do More Ag), we believe every conversation and connection brings us closer to a future where mental health is prioritized in agriculture—just like physical health.
In 2024, we deepened our roots in communities across Canada, reaching more producers, building stronger relationships, and growing awareness about the vital importance of mental wellbeing in ag. As the only national charity solely dedicated to mental health in agriculture, our mission has never felt more urgent—or more supported.
This was a year of profound growth and transition. We welcomed Dr. Merle Massie as our new Executive Director and Sartaj Sarkaria as our new Board Chair—leaders whose vision and commitment helped guide a year full of grassroots outreach, powerful storytelling, and community-driven action.
Across the country, producers continued to face market uncertainty, climate stress, and the daily demands of farming. But they also showed immense courage—opening up, supporting one another, and taking real steps toward mental wellness. We were honoured to walk alongside them with tools, training, and space for connection.
With the help of our dedicated facilitators, partners, and growing network of advocates, we expanded programs, launched national campaigns, and delivered workshops coast to coast to coast. No matter the setting—kitchen tables, ag shows, or online forums—the message was the same: you are not alone.
Thank you to everyone who walked with us this year. Your support and courage continue to shape a more connected, compassionate future for Canadian agriculture.
Community Fund 2024: 140+ Communities Reached
With continued and generous support from Farm Credit Canada, our Community Fund for Mental Health Education grew even stronger in 2024, building on the momentum of past years to reach and engage even more communities in meaningful mental health education.
In 2024, we received applications from over 140 communities and agriculture-based entities across Canada to support the delivery of tailored programming to diverse agricultural audiences. These sessions were delivered in person, virtually, and in hybrid formats, allowing for flexible engagement based on each community’s needs. From kitchen table conversations to community hall events, these workshops continue to:
Build mental health literacy in farming communities
Equip participants with the tools and confidence to support themselves and others
Foster trust and reduce stigma through peer-led dialogue
Bring together farmers, producers, and service providers in supportive, locally relevant ways
The strength of the Community Fund lies in its grassroots model: communities determine what works best for them, and we support them in making it happen. From coast to coast to coast, the message is clear — conversations are happening, and they’re making a difference.
AgTalk: A Space that Keeps Growing
Our free and anonymous online peer support platform, AgTalk, continues to thrive. Supported by Togetherall and made possible through funding from BASF, RBC, and The McCain Foundation, AgTalk helps those in agriculture connect, share experiences, and support one another through the unique challenges they face. In 2024, user engagement increased significantly, with more people accessing this essential resource and finding a welcoming, judgement-free space.
Hay Are You Ok?
Launched in early 2024, this heartfelt campaign and new website encouraged individuals in agriculture to slow down, check in with themselves, and start meaningful conversations with others. Featuring real stories, conversation prompts, and downloadable tools, Hay Are You OK? brought powerful awareness to the importance of peer support and the everyday actions that foster mental wellness. The campaign was embraced across rural communities, appearing on barn doors, at ag shows, and in social media feeds across the country.
Events and Workshops
The Do More Agriculture Foundation works to cultivate a culture of mental well-being with and within Canadian farming communities. Between in-person, hybrid, and online community- led workshops, speaking engagements such as roundtables, fireside chats, and keynote speeches on local, regional, and national stages both in person and virtual, media interviews for radio, television, and print, and via partner outreach, our audience engagement continues to grow.
Talk It Out: The Game
Born from the belief that honest conversation can change lives, Talk It Out: The Game is a card deck designed to spark meaningful dialogue and deepen connections. Whether you're gathered around a kitchen table, in a breakroom, or sharing a moment between chores on the farm, this tool helps open up conversations that matter.
The deck isn’t about winners or points—it’s about being real, getting curious, and creating space for others to feel heard. It’s a way to explore how we’re doing, how we relate, and what it means to show up for one another in farming communities.
We were blown away by your response—Talk It Out: The Game completely sold out in 2024. Thanks to your enthusiasm, we’re bringing it back in 2025! If you missed out, now’s your chance.
#TalkItOutTag: Sparking Connection Through Conversation
In October 2024, our Trailblazer partner BASF brought a creative twist to the Talk It Out card deck by launching the #TalkItOutTag campaign—a social media movement inviting leaders across agriculture to share candid conversations about mental health.
Senior leaders, board members, and staff from both BASF and Do More Ag took turns pulling a card, answering it on camera, and tagging others to keep the momentum going. The result? A wave of honesty, humour, and connection that reached across the country.
The #TalkItOutTag challenge reminded us all that sharing our stories—and inviting others to do the same—is a powerful way to break the silence. Stay tuned for its return during World Mental Health Month in October 2025!
Industry Partners Stepping Up
In 2024, industry leaders across Canadian agriculture rallied behind mental health by choosing The Do More Agriculture Foundation as their charity of choice.
Instead of speaker gifts, event organizers at the CAAR Convention in Regina and Grow Canada in Ottawa made generous donations to support our work—highlighting the value of mental well-being across the sector.
We’re also deeply grateful to WinField United, who brought back the Journey 5K for another year. With all proceeds going to Do More Ag, their team and partners continue to champion mental health, one stride at a time.
Shop
The Do More Ag Shop is where support meets impact. From mugs and t-shirts to our popular Talk It Out card game, each item helps spark conversations and show visible support for mental health in agriculture. In 2024, we saw exciting growth in co-branded items, allowing partners to creatively champion the cause alongside us.
Proceeds from every purchase go directly toward mental health initiatives in ag. Highlights from this year include our Navigate journal series by longtime collaborator Alison Weaver, the Heal and Grow crewneck in partnership with Learning About Ag With Mady, and the Talk Ask Listen flag with John Deere—seen flying proudly on farms across Canada.
Thank You
The Do More Agriculture Foundation extends its deepest gratitude to our incredible partners and supporters. Your unwavering commitment has helped us shine a light on mental health in agriculture. Together, we’ve helped farmers, ranchers, and agricultural communities across Canada access the resources, education, and support needed. We've fostered important conversations, worked to eliminate fear and shame, and strengthened the well-being of those who feed us. Your belief in our shared mission drives our initiative, and we are truly grateful for your steadfast dedication.
In 2025, we are excited to continue building the momentum we’ve created together. With your ongoing support, we will expand our reach, creating more spaces for conversation and action for mental health in agricultural communities. While the specific challenges may evolve, our shared passion and commitment will keep us making meaningful strides for a healthier, more resilient industry.
Thank you for being a vital part of the journey.
Partners
Thank you to our partners for being champions with us! It is with your support that we were able to:
Helped 32 Canadian communities from coast to coast host mental health literacy workshops for more than 400 people.
Helped 132 mental health professionals learn more about agriculture via AgCulture.
Grew the AgTalk platform with over 10,000 interactions
Raised over $15,000 via the WinField United Journey 5K for mental health.
Took part in 50+ media interviews and 20+ speaking events to ensure mental health is clearly on the radar and part of everyday conversations.
Created 2,024,533 impressions online, which allows us to stay connected with our community and share vital resources. We also grew our overall social media audience and followers in 2024.
Raised awareness with partners who donated media ads, actively shared on social media, and invited us to participate in events.
We appreciate your continued support and encouragement and look forward to continuing to grow our impact together.
See the Impact. Share the Momentum.
Curious about how mental health in agriculture moved forward in 2024?
Explore the stories, milestones, and momentum we built together this year.