People
From Main Street to Times Square
The latest Modern Rural Collective campaign brings rural America into greater focus
High above the bustling crowds in New York City’s Times Square, images of modern rural America took center stage, offering millions of people a fresh perspective on the communities that help power our food system, economy and way of life.
The high-profile activation—a collaboration between Land O'Lakes, Getty Images and Clear Channel Outdoor—was held during Advertising Week New York (Oct. 5-8), one of the industry’s most influential gatherings. The goal? To feature authentic representations of rural communities and a link to our Repicturing Rural playbook as the marketing world descended on New York City. As a bonus, Clear Channel Outdoor donated their open billboard inventory to cities nationwide in honor of National Farmer’s Day.
Heather Malenshek also took the stage at Advertising Week New York and the Variety Experience and Culture Summit to speak about the importance of this work and recruit brands and culture shapers to take part in the mission and join the Modern Rural Collective. In addition, she spoke with media from over 10 outlets to continue raising awareness and advocate for this work.
The high-profile activation—a collaboration between Land O'Lakes, Getty Images and Clear Channel Outdoor—was held during Advertising Week New York (Oct. 5-8), one of the industry’s most influential gatherings. The goal? To feature authentic representations of rural communities and a link to our Repicturing Rural playbook as the marketing world descended on New York City. As a bonus, Clear Channel Outdoor donated their open billboard inventory to cities nationwide in honor of National Farmer’s Day.
Heather Malenshek also took the stage at Advertising Week New York and the Variety Experience and Culture Summit to speak about the importance of this work and recruit brands and culture shapers to take part in the mission and join the Modern Rural Collective. In addition, she spoke with media from over 10 outlets to continue raising awareness and advocate for this work.
Panel discussion on the Insights Stage at Advertising Week New York.
The campaign builds on the success of Repicturing Rural, an ongoing initiative launched by Land O'Lakes and Getty Images last year through the Modern Rural Collective, as well as our work with Imagine Entertainment to develop a toolkit for storytellers that offers screenwriters and producers practical guidance for portraying rural America with greater authenticity and nuance.
"Our goal is simple: to close the gap between how rural America is perceived and how it truly lives," says Heather Malenshek, senior vice president and chief marketing officer of Land O'Lakes, Inc. "Millions of people living and working in rural communities help power our food system and broader economy, yet the story most Americans encounter bears little resemblance to that reality.”
The campaign featured a collection of new photography and video content capturing the diversity, energy and innovation of rural communities—highlighting real people, businesses and communities.
"Our goal is simple: to close the gap between how rural America is perceived and how it truly lives," says Heather Malenshek, senior vice president and chief marketing officer of Land O'Lakes, Inc. "Millions of people living and working in rural communities help power our food system and broader economy, yet the story most Americans encounter bears little resemblance to that reality.”
The campaign featured a collection of new photography and video content capturing the diversity, energy and innovation of rural communities—highlighting real people, businesses and communities.
Modern rural America takes the spotlight on a digital billboard in New York City.
A growing movement
The outdoor activation didn’t stop in New York. Following Advertising Week, the campaign expanded to additional cities across the country in recognition of National Farmer's Day (Oct. 12), helping celebrate those who contribute to American agriculture every day.The effort reflects growing interest in more accurate portrayals of rural America. According to Getty Images, searches for rural America imagery increased 22% in 2024 and continued to rise, signaling demand for visual content that better represents today's rural communities.
Since 2025, the Repicturing Rural initiative has engaged 38 photographers and created more than 3,500 new photos and videos that showcase modern rural life from a variety of perspectives.
Land O’Lakes is taking the conversation to influential stages to build support for more authentic portrayals of rural America.
Changing the narrative through visibility
The Modern Rural Collective, convened by Land O'Lakes, Inc., was created to help reshape how rural America is seen, understood and valued. Through partnerships like this one, the collective is working to expand participation, investment and opportunity in the communities that play such a vital role in the nation's future.The images appearing on digital billboards may have lasted only a few moments for passersby. But the message behind them was much bigger: rural America is dynamic, innovative and essential, and its story deserves to be told with the authenticity and nuance it has long deserved.
