Government | Behaviour Change

2022 South Australian State Election

The Challenge

Initially engaged to support advertising and media procurement, the role expanded into rebuilding ECSA's marketing and communications capability and delivering campaign strategy for major electoral events.

Our Role

Strategic lead, campaign strategy, creative development, media strategy, PR, and crisis communications.

Outcome

Maintained high participation rates despite COVID pressures and voter fatigue, with 92% participation retained.

Background

A key example is the work with the Electoral Commission of South Australia. Initially engaged for agency procurement, pressing issues quickly emerged: three major electoral events, a failing communications function, no strategic framework, and declining participation. Instead of a new agency, the organisation required a rebuilt marketing and communications function to restore participation and manage unprecedented challenges.

Approach

Delivered a full capability review and identified critical structural gaps.
Developed a multi-year strategy aligned with operational realities and government obligations.
Established a crisis communications framework from scratch.
Ran concurrent campaign programmes across multiple government stakeholders with fixed, immovable deadlines.
Used statewide qualitative and quantitative research to identify audience segments, behavioural barriers, and channel needs.
Directed strategy, creative development, media co-ordination, publisher engagement, PR, and crisis communications through to implementation.