Our work gets results and we make organisations stronger along the way.

  • Smart Start

    GoodStart Early Learning

    Digital Design & Development, Creative Production, Strategic Communications, Union / Alliance

    In March 2017, the Australian Parliament passed changes to childcare funding. When implemented in July, these reforms will help over a million Australian families with the costs of childcare.

    Over the last three years we’ve been working in partnership with Goodstart Early Learning through the Smart Start campaign to advocate for affordable, quality early learning for all Australia’s children. The Smart Start campaign launched with a small seed list of families, a digital hub with resources, videos with experts and training sessions with educators around the country.

    Fast-forward three years and the campaign is 26,021 supporters strong with more than 10,000 supporters taking more than three actions to implement change.

    We’ve produced countless online actions targeting decision makers and infographics raising awareness of the value of early learning. We’ve engaged families on the ground in Goodstart centres and reached hundreds of thousands of Australians through digital advertising.

    The focus of 2017 was to make sure Australian families were aware of the proposed changes to the childcare rebate and benefit. It was also to ensure the Federal Government implemented the measures promised in the previous budget. We targeted senators and MPs and produced countless infographics and case study stories from the Smart Start community to keep supporters engaged.

    The outcome?

    $2.5 billion childcare funding package to make early learning more affordable for Australian families.

  • Never Alone

    Luke Batty Foundation

    Media & PR, Crisis Management, Digital Design & Development, Not-for-profit

    Rosie Batty’s ‘Never Alone’ campaign was launched on Luke Batty’s 13th birthday in June 2015 and built an online community of over 80,000 people.

    Never Alone was driven through the eyes of victims. The campaign was a supporter community that stood with Rosie to support her in the community and the corridors of power through a variety of awareness raising activity and targeted interventions in the public debate. Integrating media, government relations and online strategy, the campaign took Rosie’s supporters on a journey of increasing engagement in support of her advocacy.

    Never Alone has helped deliver significant policy wins including a commitment from all states and territories for respectful relationships education and increased funding for frontline services.

    Most recently, Never Alone forced safety problems with the family law system into the mainstream debate. Rosie delivered the ‘Justice for Kids’ petition directly into the hands of the Prime Minister and Opposition Leader, asking for a commitment to create a system that puts the safety of children first. Since then, significant progress has been won in the form of wide ranging inquiries and a commitment to end the direct cross-examination of victims by abusers.

    Never Alone also integrated fundraising, with the ‘Luke’s Champions’ monthly giving program helping to fund the on-going work of the Foundation.

    Never Alone was wound up in February 2018 to allow Rosie time to rest and recover after a grueling four years in the public eye after Luke’s murder.

  • Fight for the Reef


    Digital Design & Development, Creative Production, Strategic Communications, Not-for-profit

    In December 2013 Federal Environment Minister Greg Hunt approved plans to expand the Abbott Point coal port. In response, two of Australia’s largest environmental organisations WWF and Australian Marine Conservation Society approached Essential with the dream to run a large scale public campaign to stop the expansion and protect the Reef from further industrialisation. Thus, Fight for the Reef was born.

    Armed with research that showed 89% of Australians consider protecting the Great Barrier Reef our most important environmental issue, Essential built and deployed an integrated campaign to build a community of Australians committed to protecting the Reef and advocating on its behalf.

    Through the three-year campaign Fight for the Reef grew to one of Australia’s largest and most influential supporter-driven movements, with over 260,000 supporters. Campaign activity played a key role in achieving a ban on new dumping of dredge spoil in the Marine National Park Area, stopping the expansion of three coal ports and protecting important parts of the Reef coastline, include Cape York and the Fitzroy Delta, from further destruction.

    Key to the campaign’s success has been Essential’s multi-pronged research-tested strategy and narrative, focused on the economic and employment impacts of industrialisation on the Reef. Essential rolled this messaging out across a number of online and offline executions including three TVCs, outdoor advertising, print ads, radio ads, digital display ads, media relations activity and more.

    Campaign highlights:

    • Built a list of 260,000 supporters from across the globe
    • Built a 85,000 strong Facebook following, with content that routinely reached more than 1 million Facebook users
    • Free media activity that reached more than 50 million people world-wide and achieved over $20 million in ASR value.
  • The Rail, Tram & Bus Union

    Rail Tram & Bus Union

    Media & PR, Crisis Management, Digital Design & Development, Creative Production, Strategic Communications, Union / Alliance

    The Rail, Tram and Bus Union (RTBU) NSW has engaged Essential to assist with its full suite of communications needs for a number of years.

    From research and strategy through to earned media relations, member communications and social media, Essential has worked with the RTBU to successfully deliver a full service offering that has helped the union influence the state’s transport decisions, as well as ensuring its membership is kept well-informed on the latest news impacting them.

    Member communications is key in a union, and having a membership as diverse as the RTBU’s presents unique challenges. But by working with Essential, the union has met the challenge of providing its members in its various divisions with dynamic, relevant, timely and popular communications through a range of tailored communications channels.

    Having Essential’s team on hand to provide strategic 24/7 communications support and advice means that you’ll often see the RTBU in the free media, strategically pushing for better outcomes for its members and commuters at large.

  • The Protect Penalty Rates Campaign

    The Shop, Distributive and Allied Employees Association

    Media & PR, Crisis Management, Digital Design & Development, Creative Production, Strategic Communications, Union / Alliance

    To stand up for the livelihoods of some of the country’s lowest paid workers, Essential has worked to support Australia’s largest private sector union, the Shop Distributive and Allied Employees Association (SDA) in their campaign to protect penalty rates.

    Working together to develop a communications and digital strategy that seeks to educate, inform and mobilise supporters into taking action, the Protect Penalty Rates campaign has created a powerful public movement of 42,000 active supporters and over 4,500 on Facebook who are willing to stand up against cuts to their take home pay.

    This powerful supporter base will prove invaluable in campaigning to protect and restore penalty rates in the lead up to the 2019 Federal Election.