HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : March 2011
10 OFF-FARM March 2011 BEYOND THE BALE FAST FACTS lAWI has created a free, educational comic book in an iPad application to teach young children around the world about the natural benefits of wool. l AWI will soon release a new iPhone app that enables consumers to locate retailers that sell wool products. l Other new applications are being planned to deliver educational content to different market segments. In a unique performance, multi award winning country music singer Adam Harvey is the voice of "Sam the Lamb" in a new iPad application ("app"), released by AWI to teach children the natural story of wool. The fun comic-book styled app is free and allows children to digitally colour- in and share the story of Sam the Lamb while learning the origins of the fibre and its end use as clothing in both warm and cold climates. As wool is an iconic Australian industry it was fitting Adam Harvey, a seven-time Golden Guitar winner, be the voice of Sam the Lamb. "I was really happy to be asked to be the voice of 'Sam the Lamb' -- my family have been running sheep properties for many years, and it's great to be able to bring this picture-book to life for kids and help them understand about Australian wool," Adam Harvey said. The animated children's colouring book is free from the Apple iTunes store and has already been downloaded by 4000 users since its launch in December. AWI's Chief Strategy and Marketing advisor Rob Langtry says Sam the Lamb is an example of reconnecting a new generation with wool using the latest digital technology. "This is a simple and fun way to get young people around the world understanding the natural benefits of wool, an education that will stay with them for life. This is a clever development of an educational comic book The Woolmark Company developed many years ago. It's fun, educational, very Australian and free," Rob says. "Over time we will look for these low cost, highly effective ways to talk to various groups of younger consumers in their own language about why wool should be an important consideration in what they choose to wear and buy. "Sam the Lamb is unique in that it's been created and launched globally in six languages: English, French, German, Italian, Chinese and Japanese. We want children all over the world to be able to laugh, play and learn with the story of Sam and his fleece, without having to be able to speak English." The app will be periodically updated with new features and has been integrated with the Woolmark page on Facebook. AWI will also soon release a new iPhone app (currently in Beta test mode) known as "Wool 'n' Where" that enables users around the world to locate retailers and brands that sell wool products. This new location- based mobile app enables consumers to specify what kind of wool apparel they are looking to purchase, then find retailers near their current location that sell Woolmark branded apparel. The "Wool 'n' Where" app will also include details on the benefits of wool, how to care for wool, and include updates on the latest wool news. AWI account managers around the world are using a special iPad app containing videos, brochures, imagery and other promotional collateral to help them in their work of promoting the benefits of wool in face-to-face meetings with retailers, brands and manufacturers. More information: www.samthelamb.com New marketing with new technology Sam the Lamb is a new comic book in an iPad application (app), enabling children to learn about wool in a fun and simple way.