MEDIA RELEASE
NOVEMBER 2002
SUSTAINABLE STIRFRY

Leading Outdoor Media Company, Network Outdoor, Production Company, Brite Solutions, and website designer Andrew Drane have teamed up to create an inspirational and informative campaign revealing some of the untold stories of Australian agriculture.

The campaign, centred around the current exposure of rural Australia, in light of the horrendous drought conditions, is a showcase of innovation, positive attitude and sustainable futures.

The campaign, launched in Sydney this month utilises 100 taxi avertisments donated by Network Outdoor in response to a desire to lend a hand to rural Australia. Network Outdoor Managing Director, Brendon Cook says, “motivation for the campaign arose from the flow of distressing, and often misleading, information we receive in city media about what is happening in Rural Australia”.

The companies that have joined to produce this campaign are aware of the many challenges facing Rural Australia, particularly during this extreme climatic period, but there is another side to the story. “For every challenge there is an opportunity for innovation, all too often this side of the story isn’t told. We wanted to take this opportunity for Rural Australia to get there innovative and sustainable ideas across to Sydney ”, Mr Cook says.

The Campaign instigator, Sam Maroulis of Darling River Food and Fibre in Bourke, said the use of Network Taxi backs was crucial in order to reach the urban target audience. We approached Network Outdoor, Brite Solutions and Andrew Drane about our concept, they were amazingly supportive in getting the message out there” Mr Maroulis says.

The advertising campaign runs for an initial 30 day period with additional intermittent exposure over a minimum 12-months. In conjunction with this campaign a website titled ‘Sustainable Stirfry’ has been developed at www.bushroots.com providing an informative site and links to information about the innovation and drive coming out of rural Australia.

The drought is very sexy, it is a great city media story – the innovation within Rural Australia is even more appealing. Sustainable Stirfry aims to redress the balance, to show city based consumers that, in the face of trying seasonal conditions growers, producers, rural suppliers and contractors are continuing their investment into innovation and efficiency. Australians are investing in the future of their rural industries.

Interviews can be arranged with some key people who are behind the campaign and others working in industry bodies which are promoting positive and sustainable development in rural industries.

Names and contact details:

Sam Maroulis - Rural Retailer - 0428 584 580
Phillip Ridge - Grazier - 02 6872 3271
Peter Cottle - Manager Clyde Agriculture - 02 6872 2528
Sally Bryant - Journalist - 0418 169 672
Rob Wheatley - Horticulturalist - 0417 238 885
Peter Bryant - West 2000 Plus & Grazier - 02 6887 1657
Ian Cole - Darling River Food and Fibre - 02 6872 2833