Australia was in the midst of a Hepatitis outbreak due to cheap, contaminated imports. This caused nationwide alarm about country of origin food labelling. In the wake of this, we saw the opportunity to show Australians precisely where their food came from.
We dedicated SPC's most valuable real estate - their cans - to Australian farming families to educate the nation about the people and farms growing their food. The cans went home to millions of households and triggered a surge of support. Due to the overwhelming response, #familycans contributed to the government initiating a national labelling reform.