Promoting lean red meat for good health
In 2001, Palin Communications was commissioned by MLA to prepare a comprehensive PR plan to communicate the wide range of positive messages about red meat contained in an evidence-based report summarising the role of lean red meat in a healthy Australian diet.
A report was launched in March 2001 in Melbourne by the then Federal Health Minister, Dr Michael Wooldridge, and representatives from the National Heart Foundation and the Dietitians Association of Australia were also present to speak about the role of red meat and participate in a community barbecue to illustrate the messages in front of TV cameras from ABC, Channel 7 and Channel 9.
The launch generated 46 positive print articles, 16 TV news bulletins and dozens of radio news and talkback spots in favour of red meat.
Given the public endorsement of leading health groups and the support of high profile celebrities for the key messages, the campaign successfully laid the groundwork for future initiatives aiming to educate consumers and healthcare professionals about the role of red meat in healthy diets.