Campaign in UK for countering negative information on red meat

Institutions as AHDB, Quality Meat Scotland (QMS) and Hybu Cig Cymru (HCC) – Meat Promotion Wales, has carried out a series of activities in the past 12 months to help counter disinformation in the media about the role of red meat in the diet, providing scientific evidence-based information to consumers about the important health benefits of beef, lamb and pork.

Positive messages and social networks

The campaign’s positive messages continued to reach large audiences on social media with its Blue Monday program, reminding fans that beef, lamb and pork naturally contain essential minerals and vitamins like iron, vitamin B12, B6, niacin ( B3), riboflavin (B2) and pantothenic acid (B5), which can help reduce tiredness and fatigue. Doctors recognized in the country for their media facet as Dr. Alex George of Love Island and nutritionist Dr. Priya Tew, went to Instagram to inform their 1.7 million followers added about these properties. Content was viewed over 510,000 times.

AHDB, QMS, and HCC have also continued to successfully collaborate with micro-influencers, working with BritMums to reach smaller but even more engaged social audiences, specifically mothers of children and teens, to promote healthy recipes with beef, lamb, or pork. The content has reached over 1 million users on Facebook, Instagram, and blogging sites, and 98% of engaged users agree that they are likely to try recipes at home as a result of the posts.

More information on this link in the Eurocarne magazine.

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