The Ram Truck brand as part of its "Year of the Farmer" initiative, presented the National FFA Organization with a $1 million donation at the 2013 National FFA Convention & Expo in Louisville, Kentucky, Oct. 30.
Ram previously pledged to donate up to $1 million to FFA for views of its "Farmer" Super Bowl television spot on the Ram Truck brand website. The brand reached the 10-million-view milestone, equating to the $1 million donation, in less than a week.
"To date, 'Farmer' has been viewed online more than 22 million times, underscoring America's interest in and support for the important role farmers play in our country," said Reid Bigland, President and CEO, Ram Truck Brand, Chrysler Group LLC.
Bigland presented the donation alongside country music artist and former FFA member Easton Corbin, who has worked with the Ram Truck brand throughout 2013 to promote the "Year of the Farmer."
Corbin is visiting FFA members in 12 cities across the United States from October to February, providing private concerts.
Ram Truck brand also presented a first copy of its "The Farmer in All of Us," a coffee table book to be published by National Geographic, to the National FFA.
The book is a collection of original agriculture, farming and family farm photography, including many of the images commissioned for the "Farmer" video. Proceeds from the book will go toward the FFA's "Give the Gift of Blue" program, which donates traditional FFA blue corduroy jackets to members who would not otherwise be able to own one.
An exclusive, limited number of "The Farmer in All of Us" books will be available for order in the coming weeks.