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 World Iron Awareness Week Campaign For the third year, Canada Beef supported World Iron Awareness Week (WIAW), a global initiative created in New Zealand. Through the International Meat Secretariat, Canada Beef joined forces to support the importance of iron. Canada Beef used the campaign, which ran October 14-22, 2024, to highlight a number of important facts about iron in the diet. The comprehensive promotion included broadcast advertising, digital advertising, social media posts, a press release and influencer programming. It also included the Liver Lover Contest, which asked consumers to provide a story of why they love beef liver. Entrants submitted 340 recipes in one week. Recipe sorting and testing are underway, and more information will be shared in a later issue of this newsletter. The campaign also included TV broadcast spots in Manitoba, Ontario and the Atlantic region, featuring Registered Dietitians in each region on morning news show programming. This broadcast effort secured 12 minutes of airtime in total to discuss the importance of iron, the shortfalls in iron status of Canadians and to showcase a beef recipe. Here are links to view some of these broadcasts: CTV News Atlantic, Laurie Barker Jackman, 4:02, reach of 159,000: https://atlantic.ctvnews.ca/video/c3011977-cooking-with-canadian-beef CHCH Morning Show, Carol Harrison, 5:13, reach of 294,000: Foods to eat to prevent low iron CTV News, Winnipeg, Nita Sharda, 2:58, reach est 150,000: Sponsored: Combatting iron deficiency The team created and shared a full suite of assets ahead of WIAW called Iron Out The Facts with hard-hitting messaging that ‘Iron Matters’ and suggestions to deal with health issues that arise when people don’t consume enough iron. Iron is needed to carry oxygen to the brain, organs and muscles, is critical for proper growth and development, and supports mental health and energy levels. The assets included recipes and dietitian-designed resources. The week-long Iron Awareness Campaign reached an impressive 105,238 accounts on social media and reached more than 70 million people in total and had an advertising value equivalency of $277,000. Canada Beef was acknowledged by the Global Meat Alliance, a global facilitator for the red meat industry, in their newsletter for the team’s work highlighting this important global message through the dietitian toolkit, the liver lover contest and social media. The campaign was a collaborative effort across three programs – Joyce Parslow, Consumer Marketing, Karine Rekunyk, Health and Nutrition and Michele McAdoo, Digital Marketing. Each team member provided their expertise to the different aspects of the project and worked collaboratively to reach common goals. Back to main page KARINE REKUNYK Director, Health and Nutrition

CONTACT US Suite 146, 6715 – 8th Street NE Calgary, AB Canada T2E 7H7 Tel: (403) 275-5890 info@canadabeef.ca canadabeef.ca	You’re receiving this newsletter because you’ve subscribed to Canada Beef Performs. No longer interested? UNSUBSCRIBE. Forward to a friend? CLICK HERE. Like to subscribe? CLICK HERE Editorial contributor and oversight provided by Gina Teel, Director, Stakeholder Communications, Canada Beef. © 2024 Canada Beef. All rights reserved.