THINGS THAT MADE A DIFFERENCE

Did you know that advertising can sell ideas and not just another Rugs-A-Million closing down sale? Wild.

Here is a quick collection of work I’ve created that I like to think actually helped someone and not just sold them something.
As you can see, you don’t need a big budget to make a point.


BackTrack - Everyday Heroes Podcast

Working with the founder of BackTrack Youth Works and 2020 Australian Local Hero of the Year, Bernie Shakeshaft, and UnLtd, we created a podcast series supported by a million dollar media campaign.

The important stuff -

  • Creative Lead, Producer, & Copywriter

  • TVC, outdoor, digital, print assets created in 10 day turnaround

  • 23 podcasts episodes produced

  • Over 10,000 listens in first 3 months

  • In the news - Local media, B&T, AdNews

LISTEN NOW ON SPOTIFY

United Voice - Keep Your Children at Home

Most of our learning is done in the first 4 years of our life, so why are our early learning educators paid so little?

The important stuff -

  • Over 30,000 parents making other care arrangements.

  • 6,500 educators from over 300 centres registered to walk off.

  • Over 100% increase in participants in comparison to the previous two walk offs.

QNMU - Ratios Save Lives

A campaign that lead to legislation for increased Nurse to Patient ratios in Queensland public hospitals.

The important stuff -

  • 1.3 million impressions- 18% above the Health & Lifestyle industry benchmark.

  • Lead to legislation change. So it actually worked.

AMAZE Victoria - Change Your Reactions

Australia’s first autism public education campaign. The three-creative campaign raised awareness for the general public on how to recognise autism, and educated them on how to react helpfully when things
get a little tricky.

The important stuff -

  • 56% recall rate Australia-wide

  • 72% recall rate from autistic Australians

  • 50,000+ unique campaign site visitors

SDA - Boxing Day

After a policy change in NSW and SA allowing all retail to trade on Boxing Day, the SDA created a campaign to remind people that opening on public holidays costs employees time with their loved ones.

The important stuff -

  • 950,000+ impression rate.

  • Social video completion rate that doubled the industry benchmark, and a click-through 4x the standard.

ETU - Centre for U

The Centre for U is one of a kind for the union movement - providing a one stop shop for ETU members and their families with over 40 benefits, services, and training courses.

The campaign was also integrated across the union with a new website, workplace posters, social media share graphics and course book.

Airbnb - Doors

Like a lot of industry disruptors, Airbnb was about to be hit with lobbying from traditional competitors coupled with a government trying to keep on top of the rapid changes - not a good mix.

More than a campaign, we delivered a clean, on-brand campaign for the worldwide company that hit home to our target market, that paved the way for a forward-thinking share economy.

United Voice - Penalty Rate Cuts

During the national election, we worked with United Voice to remind Australians about the Liberals cuts to penalty rates and their threat to do more cuts across the board if re-elected.

The important stuff -

  • 2.09 million completed views on catch up TV.

  • 1.4 million completed video views across online video and Youtube.