E.GMC.2022 - Australian Good Meat campaigns FY22

Summary

The communication (community) sub-program under the Australian Good Meat (AGM) program informs and engages the community about the Australian red meat and livestock to build trust in the ethical and sustainable production of red meat.

Essentially AGM creates awareness to inform about the industry’s sustainable practices, its focus on animal welfare and the nutritional benefits of Aussie red meat. Ultimately AGM aims to build community trust in our industry so people feel ok about eating sustainably produced red meat.

The majority of AGM activity is delivered via digital platforms with the website a trusted source of factual information. We focus heavily on social media to share content.

One of the annual content generation channels is this AGM campaign project with One Green Bean. In FY22, the major activities carried out were the:
- launch of the revamped goodmeat.com.au website
- creation, publishing and amplification of short animations - supported by web content
- partnership with LADBible
- creation of new video content that utilised footage and interviews from the AGM 'Face of the industry' content
- social media influencers always on campaign that runs throughout the year.

Objectives

Develop and execute the FY22 Australian Good Meat digital campaign so that it informs and engages the community about the Australian red meat and livestock industry credentials, with a focus on animal welfare, environmental management, and the role of red meat in a healthy, balanced and sustainable diet.