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

  • 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.

  • The Ration Challenge

    Act for Peace

    Media & PR, Strategic Communications, Not-for-profit

    The Act for Peace Ration Challenge is a fundraising initiative where Australians live on the exact same rations as a refugee for a week to raise awareness and funds to support refugees living in camps around the world, as well as Act for Peace’s other humanitarian, sustainable development and advocacy programs. In 2017, Act for Peace commissioned Essential to deliver and implement a communications strategy with the objective of increasing brand awareness and boosting participation in the Ration Challenge by achieving exposure in key target earned media.

    Between March and June 2017, Essential implemented a four-phased integrated communications plan, utilising key messages, case studies and pre-existing digital marketing content, to generate media coverage across print, broadcast and online media.

    The Ration Challenge received widespread coverage across mainstream broadcast and print media, including coverage on Studio 10, ABC News Breakfast, Triple J and a plethora of other stories online and in local print media.

    Triple J’s breakfast presenters were even brave enough to complete the weeklong challenge and they shared their experience on air over the course of the week.

    Total media circulation from the 2017 Ration Challenge media campaign totalled 23 million from 96 unique media mentions, a growth from 16 million from the previous year.

    In addition to traditional proactive media relations, Essential provided Act for Peace with on-call advice for campaign trips abroad, reactive media for political developments and assisted Act for Peace in designing and implementing an ambassador outreach strategy.

    Essential’s work contributed to the Challenge’s success which saw more than 14,000 people sign up to take the Ration Challenge, raising $3,253,982, which is enough to feed 11,299 refugees for an entire year. Essential and Act for Peace are working together this year to make the 2018 Ration Challenge even more successful.

  • 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.