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Project from work

Award winning Campaign for a Flagship Education Partnership

ABP

The ABP Angus Youth Challenge is a skills development programme for 14-16 year olds interested in working in agri-food production. It is backed by one of UK and Ireland's leading and award winning meat processors, ABP in conjunction with the Northern Irish Angus Producer Group the NI arm of Certified Irish Angus. A competition-style format encourages young people to enter for the opportunity to win calves, rear them and benefit financially from their sale. Finalists selected then benefit from a farm to fork skills development programme with ABP.

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The ABP Youth Challenge is unique in Northern Ireland. MF Communication's award winning marketing and PR campaign supporting it engages with industry stakeholders and the wider public through the use of owned, shared and paid for media.

The competition was first launched in October 2017 and since then has gained swift and widespread recognition within the agriculture, food and education sectors as an innovative programme that is helping to connect young people at a key stage in their education with job opportunities in the sector. It shines a positive spotlight on the care and skill involved in the meat supply chain and helps to address consumer perceptions about beef.

A comprehensive marketing and PR promotional campaign managed by MF Communication supports the competition to raise awareness, drive entries and build engagement with industry stakeholders and young people.

This new competition is novel, innovative and educational and attracted excellent interest from both rural and urban schools and from all sections of the community. Their knowledge and participation was tremendous demonstrating excellent insight and fantastic enthusiasm for Aberdeen Angus cattle and the role of the breed in the agri-food industry. I believe that the competition can only develop further and commend the organisers on a very successful competition which benefited from superb media coverage across all channels both traditional and new.

John Henning, Angus Breeder & Chairman of Agrisearch

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