This weekend, Meat & Livestock Australia (MLA) will launch a major proactive environment communications program. The program, known as Red Meat Green Facts includes an advertising print campaign in metropolitan newspapers, a new consumer website, social media activity and a public relations campaign.
According to David Palmer, MLA Managing Director, the Red Meat Green Facts campaign has two key objectives - to positively position the industry as good environmental citizens to the urban community and to defend the industry against negative comments about red meat.
Red Meat Green Facts was developed following in depth consumer research that explored urban populations understanding about red meat and the environment, which revealed that they had little understanding about food production or the people that produced it.
A series of advertisements will appear in weekend newspaper magazines across the country for four weeks from Saturday 15 May. The advertisements focus on reinforcing the widely held belief that as caretakers of large parts of the country, Australian beef and lamb farmers care for their animals and the environment.
To help urban Aussies appreciate and understand the efforts of our industry, the Red Meat Green Facts campaign will use the real life stories of eight environment advocates in media articles to provide personal accounts of what beef and lamb producers do every day to manage the environment.
Source: MLA - Meat & Livestock Australia