Meat & Livestock Australia - Integrity Systems Company (ISC)

  • Media Relations
  • Stakeholder and Community Engagement

THE BRIEF

  • Develop and deliver a major two-year campaign to raise awareness about the National Vendor Declaration scheme as part of its Livestock Production Assurance (LPA) initiative
  • Position National Vendor Declarations (NVD) as the ‘international passport’ for Australia’s red meat industry, the first phase of the campaign targeted the supply chain and their responsibilities to complete their LPA NVDs
  • The second phase focused on beef producers, warning them of market access implications if not fully accredited in the LPA database

THE SOLUTION

  • Stakeholder engagement and managing member communications
  • Media relations campaign
  • Marketing and advertising including collateral material (saleyard posters, direct mail campaign, website materials)

THE OUTCOME

  • Widespread media coverage generating significant publicity in equivalent advertising value