E.GMC.2023 - Australian Good Meat campaigns FY23

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 FY23, the major activities carried out were the:
- Social media influencers always on campaign that runs throughout the year.
- Social media influencers farm tour campaign where six key influencers were taken on farm tour to give them hands on experience connecting them with the land, the people and the activities happening every day. This changed their perceptions and allowed them to talk to their communities about sustainability and animal care in red meat production from a place of authenticity.
- Meat the Makers – two three-part episodic series showing the paddock to plate journey, bringing the connection from the land, to the city. Whilst demonstrating transparency in production and showcasing red meat as a sustainable choice.

Objectives

Develop and execute the FY23 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.