The MLA Challenge was an innovative communication campaign that aimed to encourage the adoption of better farm management practices by showcasing the learning journey of a selected number of red meat producers – the ‘Challengers’. Seftons created and implemented the ‘MLA Challenge’ in which six meat producing families across Australia competed for a year to improve productivity and profitability by applying the latest research and decision-support tools. The project attracted huge interest as the six challengers progressed through the competition. Seftons assembled the steering group, established sponsorships, negotiated media coverage, sourced mentors and taught participants to use social media. An independent review of the Challenge found it had a reach of 3.1 million and led to significant engagement with MLA’s online tools and extension materials.