Collaborating to deliver exceptional.
Politics, conservatism, aggrieved and exasperated stakeholders and a 3.6-billion-dollar industry in the cross hairs. Science provided a transformative solution, but success required transforming hearts and minds.
What’s at risk?
A business leader committed his product marketing and sales team to a new animal healthcare product. It means creating a new market in the face of a raging political storm. But the outcome would mean solving a significant health and welfare risk to Australian sheep.
Exceptional opportunity? Oh, and you cannot mention the product by name in any communications.
Rethink 80 years of practice
It’s more than just the cost.
WARNING. Skip this if you’re squeamish.
A ruthless killer called Lucilia cuprina, the Australian sheep blowfly, less than half the size of a 5-cent piece, lays her eggs in the damp wool on sheep. The eggs hatch into maggots that then feed on the living flesh causing a serious welfare problem and death. Flystrike costs sheep farmers $280 million a year but more than that, reducing the risk has immense benefits to the health and wellbeing of sheep.
We discover insights.
We started with a question.
Medical research uncovered the insight that a pain relief application used in children presenting with skin abrasion could relieve pain in lambs.
The pain relief solution combines a local anaesthetic and antiseptic gel spray that numbs wounds with a long-lasting analgesic effect.
The market was estimated at over 17 million lambs.
Spinifex surveyed sheep farmers and found 82% believed wound healing and provision of pain relief would be important in lamb management practices.
We design executable strategies.
People and digital platforms.
Spinifex designed a program called Better Choices.
Strategy
An audited welfare program was developed for woolgrowers that enabled them to certify that their wool product was derived from best-practice methods in the care of their animals. The program required getting all stakeholders, from wool brokers to manufacturers, retailers, and animal liberation groups to agree.
Structure
The innovative program required not only an accessible digital platform to capture on-farm data for wool marketing but an education program on what was required of wool growers.
Support
To execute the program support was needed in the wool shed, communicating effectively to sheep producers allowing them to achieve real value from their better choice.
We deliver transformative solutions that realise the results.
Time to make a Better Choice.
The exceptional requires first, attention to detail, that is, recognising the full extent of the challenges and a commitment and courage to overcome those to realise the full potential.
Spinifex collaborated with Bayer and other industry stakeholders to craft, test and deploy the creative communications, to change farmer attitudes, stakeholder mindsets and importantly, market and sell product.
Results
In a conservative industry, an exceptional result.
Spinifex believes in shared accountability. Your goals are our goals. Delivering outcomes requires not just creative ideas and clever strategies but cultural change. That includes changing attitudes, taking a leadership role, inspiring honest advocacy, training new skills or deploying new practices and procedures.
The Better Choices audited digital platform captured data on wool growers using the program.
When compared to the total industry it indicated 6 in 10 lambs now receive pain relief.
