The red meat industry was concerned by the growing amount of misinformation available to consumers regarding the environmental impact of red meat production. A lot of the negative consumer opinion was based on overseas farming practices and didn’t reflect the positive practices here in Australia.

The problem needed more than an advertising campaign. It needed an environmental communications platform – one that would allow the red meat industry to tell a much bigger story and create on-going dialogue around environmental practices. The initiative was branded ‘Target 100 – 100 initiatives to help deliver sustainable cattle & sheep farming by 2020’.



Many producers shared their passionate beliefs and unwavering commitment to the environment on camera to make it clear this was not a shallow greenwashing campaign.
This was a cause that was in fact deeply personal and close to their hearts. Justine directed the producer documentaries as well as photographing the images for the print, press, online advertising and website.