2022 South Australian State Election
Strategic lead, Electoral Commission of South Australia
The situation
Three major electoral events approaching, participation declining, COVID pressures mounting and voter fatigue building after a federal election.
The real problem
ECSA engaged us to help procure an advertising supplier. Within weeks, it was clear that was not the problem. The communications function itself was not working: no strategic framework, no crisis capability, and no way for a new supplier to succeed even if one were appointed. They did not need a better supplier. They needed a function that understood the business objectives, who the audience was, the challenges and opportunities and how to deliver, in a tight time frame with high public scrutiny and reputational risk.
What we did
Delivered a full capability review and identified the structural gaps
Built a multi-year strategy aligned to operational realities and government obligations
Developed organisational capability, supported by the right external partners
Established the media engagement and crisis communications framework from scratch
Ran statewide research to identify audience segments, behavioural barriers and channel needs
Directed strategy, creative, media, PR and crisis communications through to implementation
The result
92% participation maintained through COVID conditions and voter fatigue.
Targeted engagement reached CALD communities, young people and disengaged voters.
Campaign assets
Video
Campaign: G30
Campaign: V30
Campaign: W15 (YouTube)
Majority: Urgency
Story: When (15 sec)
Ben & Liam: Enrol (6 sec)
Images
Saturday Press Ad
Youth Letter
Documents
Press Ad: The Advertiser
Postal Voting Guide
Official Guide
Why it matters to you
Growth spend fails most often because the thing being bought is not the thing needed. Diagnosis before procurement is not a delay, it is what makes the money work.
Facing something similar?
Not sure the thing you're about to buy is actually the thing you need? That's worth a conversation first.
Tell us what you're trying to shift. We'll come back to you within one business day.