2024-01-042024-01-042023-12https://hdl.handle.net/2346/97368This study explored the motivations and effectiveness of the “More to Meat” campaign, an agricultural campaign focused on the red meat processing industry in Australia, from the perspective of different stakeholder groups. Utilizing qualitative methods, semi-structured interviews were conducted with several participants. Participants were sought through purposive and snowball sampling. Four stakeholder groups were able to be interviewed. Participants were asked questions about their understanding of why the campaign was created, what their perspectives were on the campaign, and how successful the campaign had been in achieving its goals. Results showed that the campaign was deemed successful by each stakeholder group, with emphasis placed on ensuring the continuity of the campaign into the future. Participants expressed their opinions on the success of the campaign through sharing stories of those working within the industry and how this creates transparency and trust for the industry with consumers and the public. Support for the campaign was positive, with areas for improvement highlighted by each group. Ensuring transparent efforts by the industry to tell their story was highlighted as a method to increase knowledge and awareness of the Australian red meat industry. The researcher recommends a content analysis, or framing analysis, of the campaign to assess messaging and provide more consumer research to inform the campaign moving forward. Future research should include other stakeholders that were involved in the campaign, including the public that live in regional areas in Australia that have a red meat processor, to ensure that all perspectives are included.Application/pdfenAustraliared meatcampaignqualitativeThesisAccess is not restricted.