E.CEM.2036 - Sustainability producer video production FY21

Summary

Australian Good Meat is a digitally-led program that aims to change community perceptions of the red meat industry. One of the main communication channels is social media, where engaging new content is the only way to capture the attention of our audience.

This project delivered valuable video and photographic content that was captured from farming locations across the country. To make the most of the filming opportunity the Australian Good Meat and MLA Sustainability teams combined resource to deliver create engaging video content for both the Australian Good Meat and MLA digital platforms that helped build awareness and understanding of the positive environmental management and animal care.

The Australian Good Meat social media video content was produce to engage changing perceptions amongst a community audience.

MLA video content to be case study videos aimed at informing practice change amongst an industry/stakeholder audience.

Objectives

Create video content on sustainability case studies for use primarily in Australian Good Meat and Sustainability Communications.
- Videos deliver impactful messages aligned with the key messages
provided by MLA for the two distinct target audiences – as measured by MLA staff feedback.
- Australian Good Meat videos engage the community and have positive reactions to the video content – as
measured by video views and social media metrics.
- Stakeholder sustainability case studies generate positive action by
producers to utilize MLA sustainability tools and commence the sustainability journey – as measured by video views and producer feedback.