Marketing Social Change: fixing bush internet in rural, regional, and remote Australia

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