After a commercial that aired during the Super Bowl on Sunday night declaring 2013 the "Year of the Farmer," Ram Trucks and Case IH have announced a partnership to continue the message that the Ram ad conveyed to the millions watching Sunday's big game. The companies are combining efforts to the benefit of programs around the country offered and carried out by the National FFA Organization.

"We’re pleased to collaborate on this exciting program that salutes the role of farmers throughout history, and also supports farmers of the future with its connection to FFA," says Kyle Russell, Case IH Senior Director of Marketing, in a company report. "Ram Trucks has made this generous offer to donate to the FFA  every time someone shares ‘The Year of the Farmer’ video and we want to make sure all of agriculture knows they have the opportunity to influence this donation.”

The new joint campaign will help raise awareness and funding for FFA programs, including hunger relief efforts, a report indicates. The ultimate goal is an injection of $1 million into the organization.

“The worldwide challenge of doubling food production in the next 30 years is going to take talented, motivated people who are committed to agriculture," Russell says. "The FFA does a great job of educating and developing leadership skills in young people interested in agriculture who have the potential to make a positive impact.”

• Chat the ad & its message in Farmersforthefuture.com