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Serious S#!t

To front-foot the meat industry’s potential risk of an E-coli disaster, AFFCO requested our creative input to develop an educational campaign around the risk of meat contamination. The 'Before S#!T happens' campaign headline, was an obvious play on words. The use of an almost-expletive helped emphasise the gravity of the content and led to a memorable series of campaign messages.  Warning, some of this S#!T may be harmful – or even fatal.