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An innovation hub for the woolgrowers of Australia

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08.06.2023 Source: AWEX
AWEX EMI 1208 -1
Micron 17 2040 -38
Micron 18 1745 -13
Micron 19 1519 -9
Micron 20 1401 -5
Micron 21 1335 -18
Micron 26 522n -
Micron 28 315 -2
Micron 30 288 -
Micron 32 240n +3
MCar 735 -3
Mind Body Green partnership

Fast Facts

  • Support AWI’s consumer marketing plan to directly engage with socially minded consumers on key environmental issues relating to wool’s eco benefits.
  • Position Australian Merino wool as the answer to plastic-free performance wear.
  • Amplify consumer education through product wear tests and correct the inaccuracies documenting the impact of the wool industry on climate change.

The Project

 AWI’s marketing arm The Woolmark Company partnered with eco lifestyle publication Mind Body Green to celebrate the inherent eco-credentials of Australian Merino wool, in line with Earth Day. The successful partnership allowed us to reach a conscious, informed and valuable audience during key time in the global environmental conversation, drive awareness and education on the impact of synthetic fibres on the environment compared with natural fibres like Merino wool, challenge consumer mindset and behaviours on consumption and purchasing choices and deliver education on the eco-credentials of Merino wool to an informed audience.

What We Delivered

  • 1 x podcast with influencer Lauren Singer discussing microplastics. LISTEN HERE.
  • 5 x Instagram stories
  • 1 x EDM to MBG consumer database digital media buy
  • 3 articles on Plastic-Free Performance Fashion:
    • Why Am I So Sweaty Right Now? Ways To Regulate Your Body Temperature: READ HERE
    • How To Build A Wardrobe That Protects Our Planet: READ HERE
    • From Workout To Work: How This Odour-Resisting, Temperature-Regulating Fabric Goes The Distance: READ HERE

The Results:

  • 07M digital impressions
  • 03M social impressions
  • 5K podcast downloads
  • 3K referrals to
Articles That Might Interest You
Wool is the answer to plastic-free fashion
AWI continues to drive demand for Australian Merino wool, championing the eco-credentials of the fibre as the answer to plastic-free fashion. Read more
Wool is good for the skin
AWI continues to produce and publish a strong body of evidence which demonstrates wearing superfine Merino wool next to skin is beneficial for eczema sufferers. Read more marketing wool to the world embodies AWI’s research, development and marketing arm’s objectives of driving the demand of Australian Merino wool through The Woolmark Company’s services. Read more