In December 2018, with a pending federal election and many regulatory changes to the live sheep export industry, Rural Export and Trading WA (RETWA) embarked on a transparency project with the aim of changing the hearts and minds of Australians by sharing stories of people working in all parts of the industry and their dedication to animal welfare. This video shows how this quickly became a movement and brand called The Sheep Collective.

This video was an entry in the Transparency Challenge run by LiveCorp in the lead up to the LIVEXchange 2019 conference. The competition encouraged participants in the livestock export supply chain to produce short videos to showcase continuous improvement in areas such as animal welfare.