Facebook campaign forces policy change by wine company
An online campaign by American farmers has forced Australian wine company Yellow Tail to stop supporting animal welfare groups.
The farmers called for a boycott on a Facebook page called Yellow Fail, after the company donated $100,000 to the Humane Society.
Yellow Tail has now agreed it will not donate to animal welfare campaigners in the future, after more than 3000 people joined the online site.
Cattle rancher and internet campaigner Troy Hadrick says it's the first time farmers have used social media to win an animal welfare debate.
"Sometimes there's been questions about is it worth our time to be involved in social media and are we wasting our time?" he says.
"But this is the first time we finally all got on the same page.
"We were selling the same message, and we basically, in just a few weeks' time, forced a multi-national company to change the future course of its donations."
This is the video that took Troy Hadrick less than five minutes to make but made him the face of the campaign against Yellow Tail.
An online win for farmersListen to this report by Cameron Wilson on the social media pressure that forced Yellow Tail to rethink its animal welfare donations. MP3
The online opportunitiesListen to this extended interview with South Dakota rancher and internet campaigner Troy Hadrick on the effectiveness of social media. MP3
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