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Beyond the Bale : December 2011
10 10 off-farm December 2011 Beyond the Bale Fast Facts l AWI and famed photographer Anne Geddes have joined forces to launch AWI’s ‘Mother and Babies’ research and marketing program. l Merino’s natural attributes make it a sensible choice for mothers’ and infants’ apparel. Anne Geddes partnership December 2011 Beyond the Bale off-farm 10 the front cover of the September edition of Beyond the Bale, portraying an Anne Geddes image of a newborn baby comfortably asleep on a ball of wool, created a very positive response from readers. In this edition, we include another image from Anne Geddes, this time of a pregnant woman holding a newborn lamb. The image is part of a series of images that AWI commissioned from Anne Geddes to launch AWI’s “Mothers and Babies” research and marketing program. The program has been set up to drive demand for Merino wool in this emerging sector of the global apparel market. Anne introduced and explained this image: “Here we have the very beautiful Fiona. Would you believe this is her fourth pregnancy in four years? And she’s having another girl; she already has three little girls. She’s holding a beautiful little, one day old, Merino lamb. We did this image on a sheep property just out of Sydney, in a beautiful one hundred year old woolshed, so it was the most amazing shoot to do, and I hope to be doing a lot more because I think the lambs are adorable.” AWI is partnering with Anne to put a trusted face to the sensitive and emotionally driven mother and baby sector, and present the story of wool and the health benefits associated with its use. Anne is delighted to be associated with AWI and her appointment as Ambassador of AWI’s 2011 Mothers and Babies program. “I have to say the Woolmark campaign is one of the most enjoyable campaigns that I’ve worked on in my 30 years of photographing newborns,” Anne said. “The newborns I photographed for the campaign seemed very comfortable lying in the Merino wool structures we made for them. I love the breathable qualities of wool. So – good on you, Woolmark, the Merino wool is fantastic, especially that gorgeous top that you gave us to make these structures.” “ Quite surprisingly, even for me, our twelve little newborns that we had here for the Woolmark shoot all went to sleep in the structures we made for them. The Merino wool provided by Woolmark is fantastic. We’re really looking forward to continuing our work with you!” anne geddes – my PregnancyTM magazine The above image featured on the back cover of the first edition of my Pregnancy TM magazine published by Anne Geddes. In each issue of this new quarterly magazine, nine women tell their compelling stories Image from the anne geddes photoshoot of pregnancy, childbirth and the postnatal period accompanied by the wonderful photography of Anne. They are truly inspirational, courageous and heart- warming stories. my PregnancyTM magazine is available at newsagents now. AWI is pleased to offer one free copy of the first edition, signed by Anne Geddes, to the first 20 Australian woolgrowers (8 forWA,SAorQld;7forNSWorACT;5for Vic or Tas) that request a copy from the AWI Helpline on 1800 070 099. More information: www.merino.com www.annegeddes.com