Abstract
Cattle producers in Australia have turned to social media to highlight deficits in internet access in rural, regional, and remote Australia. This chapter provides a case study about how a group of Australian cattle producer women used social marketing and advocacy to improve internet access and educational data allowances in rural, regional, and remote Australia. A content analysis of Facebook posts and comments from the Better Internet for Rural, Regional, and Remote Australia (BIRRR) evidenced a connection between advocacy and the principles of marketing. The results of the analysis highlighted deficits in access to internet connectivity and lead to a change in policy giving rural, regional, and remote school children a dedicated education portal to complete their studies.
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Hay, R., Eagle, L. (2021). Marketing Social Change: Fixing Bush Internet in Rural, Regional, and Remote Australia. In: Hay, R., Eagle, L., Bhati, A. (eds) Broadening Cultural Horizons in Social Marketing. Springer, Singapore. https://doi.org/10.1007/978-981-15-8517-3_13
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