Using the idea of a stamp of authority we created a visual device that could be applied to all our marketing comms. This not only acted as
the name for our initiative but gave the creative a strong identity that went beyond a product-led visual. The name of our initiative was worded as a risqué call-to-action to give farmers an imperative to act.
The detailer describes the risks of EAE, how farms are vulnerable, what EAE looks like on farm, and why taking a zero-tolerance stance on EAE is so important. The design was deliberately crafted in an infographic like style to visually convey complex processes in an easy to understand way – and to keep the reader interested and engaged in the content, rather than have to rely too heavily on lots of words.