Land, Water & Wool researchers in Victoria are introducing new ways of getting their project findings to woolgrowers. Based around a free dog collar and attractively designed brochure, the project encourages woolgrowers to be a ‘top dog’ in hill country management. The team developed this new communication product to grab the attention of time strapped woolgrowers to help unleash the full potential of native vegetation on their properties. The project team are working with Elders and Landmark distributors in central Victoria to distribute information packages to 1,500 woolgrowers. The teams’ philosophy is that every wool property has dogs and trees, and using dog collars is a novel way to get tongues wagging to introduce messages about improved property management to woolgrowers & their families. The three-year project has completed its research phase on nine case study farms in central Victoria. It has identified four strategies for how wool growing properties can successfully improve the condition of native vegetation & biodiversity, while improving farm profits (see www.landwaterwool.gov.au). Results are now being communicated.

Three key learnings: (1) Focussing on what environmental management means to the farm business and family, leads to more effective communication. (2) Working with agribusiness to communicate research findings has a lot of potential. (3) Innovative marketing ideas work!