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The “In the ute, not the boot” campaign was launched in December 2008 during the lead up to Eid Al Adha – the biggest feast in the Muslim calendar. Families and communities purchase livestock for religious reasons and many are unaware of how to properly transport Australian sheep. Bahrain Livestock Company (BLC), MLA and LiveCorp aimed to improve animal handling and transport through a community education campaign consisting of advertisements in local papers, postage and signage around the feedlot and instructions on purchase receipts. A team of Australian welfare experts based in the feedlot and surrounds ensured sheep were only transported in appropriate utes or trucks.
The “In the ute, not the boot” campaign ensured all Australian sheep were transported properly from the BLC feedlot. The next steps are to take the program to other markets to improve the transport and handling of Australian sheep across the Middle East region.
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MLA Case Studies