Go Charter Fishing Campaign
NSW DPI Fisheries
Tasked with promoting a significant tax reform in NSW, we crafted an authentic narrative from the perspective of our heroic emergency services. The campaign aimed to raise awareness about the current insurance-based levy and address the issue of underinsurance in NSW.
Our strategy involved telling a compelling story through multi-channel media, showcasing real workers saving lives and emphasising the need for a fairer funding approach.
The central message, ‘It isn’t new, it’s just fairer,’ featured prominently in all campaign elements, including direct mail to every household in NSW.
The campaign’s results were highly promising, with mid-campaign research indicating a significant increase in support rating from 65% to 80%. Moreover, awareness about the reform surged from 24% to 49% within just three weeks of the campaign launch. The impactful storytelling and powerful messaging effectively engaged the community, driving widespread understanding and acceptance of the fire and emergency services levy reform.
NSW DPI Fisheries
Bayside City Council
The City of Newcastle
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
Wadawurrung Country
Surf Coast Shire
Victoria
Australia
We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Strait Islander people continue to play within our region and all of Australia.
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
Wadawurrung Country
Surf Coast Shire
Victoria
Australia
We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Straight Islander people continue to play within our region and all of Australia.
Sign up to our newsletter and dive into great content.