Mycoplasma bovis, a disease affecting cattle worldwide, was first reported in New Zealand in 2017. Classed as an unwanted organism, the Government attempted eradicating it via culling of infected herds. This study reviews media coverage of this process over the first two years following the incursion. Content analysis was used to explore media framing of the management, containment and progress towards eradication of cattle infected by M. bovis over time. The analysis revealed that farmers and communities affected by M. bovis reported many forms of adverse health and well-being impacts. Apparent causes included the outbreak itself, the Government's eradication programme, the way that programme was delivered, and the cumulative nature of stressors on the sector. The analysis also underlined media focus on raising the profile of the human cost of this biosecurity disaster. Arguably this approach amplified deficits within the processes and management strategies adopted by the Ministry for Primary Industries. This research adds to the small but growing body of evidence relating to the health and social impacts of exotic animal disease incursions on rural communities in New Zealand and elsewhere. Findings can be used to facilitate planning for future responses.