Today, the Australian red-meat industry will launch its most expensive environment-focused media campaign to date, aimed to convince locals that factory farming practices do not destroy the environment. The media blitz will include print and online ads in daily newspapers and their online counterparts, claiming that beef and sheep’s meat are produced in Australia using sustainable farming.The campaign, dubbed “Red Meat Green Facts,” is being scrutinized by environmentalists as a desperate attempt by the meat industry to mask the damaging effects that factory farming has on the planet. Critics are also calling the campaign a response to consumer backlash spurred by increasing awareness of environmental responsibility.
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