Meat & Livestock Australia (MLA) has launched its latest content-led campaign, designed to educate young women on the health benefits of incorporating beef in their diet.
With one in three Aussie women not getting enough iron in their diet, the targeted campaign delivers the You’re Better On Beef brand platform to a younger female audience – demonstrating in an emotive way how iron-rich beef can give the audience the energy they need to conquer their fears.
Developed by One Green Bean, the content features professional athlete Anna Flanagan, who overcame iron deficiency by making positive changes to her diet.
Field hockey star Flanagan is seen facing – and conquering – her biggest fear. It’s not on the pitch as you might think, but instead centres around her emotional relationship with her dad and former coach, and how she is afraid to open up and tell him how much he means to her.
Andrew Howie, group marketing manager at Meat & Livestock Australia commented, “One in three Australian women aren’t getting enough iron in their diet. We set out to remind that beef, packed full of 13 essential nutrients, is one of the best sources of iron. As an athlete at the top of her game, Anna is perfect to help ensure this important message reaches all Australian females.”
[fb_embed_post href=”https://www.facebook.com/australiabeef/videos/1148497448508640//” width=”550″/]
Creative, production, PR – One Green Bean
Director – Matthew Thorne
Media agency – UM
Prosthetics – Odd Studio