Fire & Emergency Services Levy Campaign
When asked to prepare a campaign to promote the most significant tax reform in NSW since the 1980’s, we produced an authentic story told from the perspective of our emergency services.
With virtually no awareness in the community of the current insurance-based levy, together with NSW being the most underinsured state in Australia, this campaign needed to inform the community that the burden of funding our emergency services shouldn’t fall only on those with property insurance, but all property owners.
Client
NSW Treasury – NSW Government
Services
Strategy, creative concept, TV, radio, social media + online, logo design, press, outdoor, direct mail, posters, search, print.
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Strategy
Our story was told in multi-channel media across the state and used real workers saving the lives of the people of NSW – heroic and impressive. ‘It isn’t new, it’s just fairer’ was the featured message in all campaign elements, including mail to every household in NSW.
2.7 Million
Households reached
7.2 Million
People in NSW reached
49%
Awareness rose 24% to 49%
80%
Support up from 65% to 80%
Results
Mid-campaign research results showed a significant increase in the support rating, up from 65% to 80% and increased awareness from 24% to 49%. These results were captured after three weeks from the campaign going live.
