Delay on $900,000 ag campaign to counter animal activists’ messages
It is still unknown when farmers will see a $900,000 Victorian Government-funded campaign – announced nearly a year ago – to counter animal activists’ anti-farming messages.
THERE is still no start date for Victoria’s $900,000 public campaign to counter animal activists’ anti-farming messages nearly a year after the project was announced.
Victorian Agriculture Minister Jaclyn Symes announced the funding for the project – to be led by the Victorian Farmers Federation – at the height of Government criticism over its response to controversial animal activist activity in July last year.
When The Weekly Times questioned the VFF in January about the status of the campaign, the first part of the project, a research component worth $210,000 to examine the “current community sentiment towards agriculture”, was still out to tender.
The Weekly Times was told the research would be due in May, but the VFF has now said there was a delay due to coronavirus.
“The current COVID-19 pandemic has had some impact on this project,” a VFF spokesman said.
“The social research had to be redesigned and adopted for the current restrictions and to ensure valid results.”
The research, which has been undertaken by Kantar Communications, involved focus groups in both rural and urban community groups.
Wider quantitative research is expected to begin soon and will survey 3000 community members and 300 producers.
The research is now not expected to be completed until the end of July, meaning the actual campaign worth $500,000 will also be delayed.
The remaining $190,000 in funding was used to employ a project officer.
The campaign will be designed based on the findings of the research, which The Weekly Times understands will likely include social and traditional media.
“The communications part of the project will commence later in the year, after the easing of COVID-19 restrictions, to maximise its impact,” the spokesman said.
Ms Symes said she was pleased with the progress of the project despite the delays.
“The coronavirus pandemic has had an impact on many initiatives – I’m glad to see the VFF has worked around this impact and is still committed to delivering this important educational project,” she said.
“We will continue to work with farmers and the VFF to tell their stories and demonstrate their commitment to the welfare of their animals while they produce high quality food and fibre, create local jobs and sustain our country communities.”
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