CFMEU: Housing Crisis
Our highly emotive campaign for the CFMEU used the juxtaposition of a cleaner cleaning a fancy corporate office to the same cleaner being unable to afford her rent to emphasise the urgency and injustice of Australia’s housing crisis, and most importantly provides a solution. We point out the obvious – that there is something clearly very wrong when corporate profits for our largest companies are through the roof but some Aussies can barely afford to keep one over their head. And, drawing upon economic modelling, we showed how a super profits tax would provide the solution.
- 10.7M impressions
- 6.8M people reached
- 5.7k click throughs to the Website
Carroll & O’Dea: Advice
We worked with Carroll & O’Dea lawyers to develop their new personal injury campaign, which is running across TV, radio, outdoor, online and social media.
The campaign used the insight that everyone seems to have an opinion on which lawyer you should choose, to make the point that it would actually be best to choose a lawyer that other lawyers recommend.
The campaign sets Carroll & O’Dea apart by injecting a bit of light hearted humour to make the point, which is a unique approach in the crowded personal injury space.
“Advertising in the personal injury space is all same, same. It’s either a personal story or a rousing case of getting even”, said Campaign Edge Executive Creative Director Dee Madigan.
‘You can literally switch the logo on any of these other firms’ ads and it wouldn’t make a difference’ she said.
FBEU: Tick Tock
We worked with the FBEU NSW to develop this hard hitting election advertising campaign which warns voters of the dangers of a chronically underfunded and under-resourced fire service.
By using new information to viewers – that today’s homes are filled with synthetic materials which burn faster, we increased the urgency and relevance of the message that the NSW Liberal Government was planning to cut over 30 fire stations, putting response times (and lives) at risk.
The campaign was integrated across Broadcast TV, Catch Up TV, YouTube pre-roll, Meta, outdoor, press and radio.
- The Liberal Government was defeated and the incoming Labor Government committed to 600 extra firefighters
- Reached 206,000 voters in key seats via targeted Catch Up TV
- Higher than average completion rates for video on Facebook, Instagram and YouTube.
- Ran 385 radio spots across Sydney and regional NSW
- 16 million contacts with voters via digital outdoor screens and smartlites
- 1,400 emails to MPs / candidates generated via the website with an impressive 37% completion rate on the site
MEU: Labour Hire Loopholes
|In this campaign we used a visual analogy to extend the ‘Same Job Same Pay’ Campaign and call on the government to close labour hire loopholes.
The visual idea had a strong cut through and allowed us to deliver a lot of information in an interesting way. It also translated well from video into posters and other campaignable material.
Fred Hollows: See
|Keeping a legacy brand fresh and relevant is a challenge we really enjoy. Building on our brand awareness work for the Fred Hollows Foundation in recent years, we once again used Australian music as a brand asset. This time we used an acapella version of Amazing Grace, sung by Australian singer songwriter Samantha Jade. We wanted the ad to be a simple yet powerful reminder of just how consequential and life changing the work of the FHF is, and to bolster the eye-saving $25 donation.
Amaze: Employer Campaign
Campaign Edge launched Australia’s first autism behaviour change campaign for Amaze Victoria in 2018 called ‘Change Your Reactions’. In 2023 we developed the next stage of this campaign called ‘I Work’.
The goal of the campaign was to increase understanding among employers about the talents autistic workers bring to the workplace, and how small adjustments to the working environment can make a huge difference to people with autism.
We decided the best way to deal with biases against hiring autistic people in the workplace was to show both autistic people and the people they work for – and let them tell their own stories.
Hiring an autistic person is a ‘win win’ for both employers and autistic workers.
Building on our previous campaign from 2020, we worked with the Australian National University’s School of Culture, History and Language (CHL) to develop an online campaign to encourage people to study a language.
CHL boasts some of the world’s most diverse languages including Sanskrit, Hindi, Tetum and Tok Pisin, as well as some of the world’s most spoken languages such as Thai, Vietnamese and Indonesian.
Our visual idea for the campaign ‘Ribbons’ allowed us to showcase all the languages as well as show how all language roads lead to the ANU campus in Canberra.
The campaign went live in late November and is currently in market.
Dementia Australia: Spotlight
Most people are frightened to think they may have dementia and this discourages many from seeking a diagnosis. But being diagnosed as early as possible is best.
Our ‘Spotlight’ campaign uses a visual analogy to show how, even though a dementia diagnosis can be scary, it can also open up a range of health and support services which can help people live well.
The purpose of the campaign was to motivate people who have experienced changes in their mood, thinking or behaviours to get it checked out – and that the benefits of knowing far outweigh the risks.
The campaign is currently in market running across online video, digital display, digital screens in GP clinics & health settings, and socials.
Avondale: Discover Website
Avondale University approached Campaign Edge with a unique challenge. They needed a tailored digital experience to enhance their enrolment period. The objective was to isolate this experience from the main website to concentrate on attracting prospective students and guiding them through the enrolment process efficiently.
Our journey began with an in-depth analysis of Avondale University’s goals and their target audience. We delved into the needs and preferences of potential students, aiming to understand what mattered most to them during the enrolment process.
Based on our findings, we designed a tailored information architecture that streamlined the user journey, ensuring that prospective students could quickly access the most relevant information. This strategic move was aimed at optimising the enrolment conversion rate by focusing attention on key calls to action.
To reflect Avondale University’s youthful and dynamic identity, we conceptualised and implemented a progressive design that breathed fresh life into the brand. This design not only improved aesthetics but also enhanced user engagement. We carefully curated a design template that presented the wealth of video content in a dynamic and captivating manner on all pages.
Our collaboration with Avondale University exemplifies how a well-crafted digital strategy, informed by a deep understanding of the business goals and the target audience, can yield outstanding results. The transformation of the enrolment process not only impressed our client but also positioned Campaign Edge as a go-to partner for strategic digital solutions.
CFMEU: Stop This Killer Stone
We developed a campaign across Broadcast, Digital and Radio to raise awareness of the lethal effects of cutting cheap engineered stone on workers.
We knew that the most powerful way to drive support for the campaign was to use someone who is dying of cancer as a result of working on engineered stone. We let them tell their own story.
Our emotive ads drove people to a landing page – Stop this Killer Stone – where they could send a message to WHS Ministers across Australia demanding immediate action be taken. And good news! Australia has committed to a nation-wide ban of engineered stone by July 2024.
Climate Council: Change
The Climate Council wanted a campaign that solidified their brand as an independent, community-funded authority on climate change – one committed to objective, evidence-based action.
Riffing on inherent negativity of the word change in ‘climate’ our TVC sought to show that change can also be a good thing – change cuts both ways, and that there really are endless positive changes and opportunities downstream from taking action and tackling climate change
Gruen: The Pitch
The Gruen Pitch brief was to make a convincing case that pets need cosmetic surgery. The thinking was: with such value placed on pets, and with the rise in popularity of designer breeds who are seen as an extension of the owner’s image, why don’t we see more cosmetic surgery for pets to make them so much more… loveable?
Our philosophy was simple – just because a pet’s love is unconditional, doesn’t mean your’s has to be…
Coming off a win on our first Gruen pitch from last year, we were happy to go two-for-two and win this year too! (Well, technically both pitches won, but ours was pawstively better!)