E.YRT.2023 - Australian Good Meat content with Year 13 FY23

Summary

Year 13 is Australia’s leading youth engagement platform that supports youth as they transition into post school life, with a Gen Z team creating engaging content for Gen Z. The project created social content that was published and amplified through the Australian Good Meat and Year 13 social channels.

Cutting through to young Australians via an engaging conversation that balanced the narrative by showing that the red meat industry is investing in positive change thus positioning the industry as a global leader in farming, sustainable practices and animal welfare.

Objectives

Production of engaging content for the younger (Gen Z) audience that was created by their peers through an agency with established presence within the audience demographic.
Educate on the positive effects of red meat industry and show younger Australians that the industry doing good.