OBJECTIVE

The goal is to reshape public perceptions of Australian cotton, positioning it as a global leader in sustainability and innovation. This involved broadening the scope of media engagement, targeting not just traditional agricultural outlets, but also metropolitan, mainstream, and alternative media channels. By doing so, the aim was to showcase CRDC’s cutting-edge RD&E outcomes, as well as the progressive practices of Australian cotton growers. A key focus was highlighting the cotton industry’s deep commitment to environmental stewardship and its positive impact on communities

HOW

To achieve this, we developed a strategic media outreach plan that intentionally expanded coverage beyond the usual agricultural circles. This included securing placements in prominent outlets like Yahoo News and Channel 10 News First, broadening the conversation around Australian cotton. We also crafted compelling myth-busting narratives to directly address and counter misconceptions that cotton is an environmentally harmful commodity, spotlighting its many sustainability achievements. Additionally, we leveraged thought leadership opportunities to position CRDC and cotton growers as credible, forward-thinking leaders in sustainability. This included high-profile appearances on platforms such as Lottie Dalziel’s How To Save Our Planet podcast and Ag Journal, where industry experts could discuss innovations and the industry’s future. Finally, we balanced media placements across both traditional and alternative outlets, ensuring a diverse and widespread reach that effectively communicated the story of Australian cotton’s environmental and economic importance across multiple platforms

OUTCOMES

→ Successfully broadened the conversation about cotton, taking it beyond agricultural and regional outlets into mainstream and alternative media, including Yahoo News and Lottie Dalziel’s podcast.

→ Delivered consistent coverage with an average of four articles per month, cementing CRDC as a thought leader in sustainability.

→ Positioned the Australian cotton industry as world leaders on the circularity/sustainability front.

→ Myth busted the perception that cotton is bad for the environment – Aussie cotton is leading the charge when it comes caring for the environment and looking at ways to reduce waste.

→ Extended coverage from the traditional ag media space into mainstream media.

→ Attracted a whole new audience in the environmental/sustainability space by securing interviews with sustainability media.