Back Australian Business
Crafting a vibrant voice for Australian business
Topham Guerin ran the Back Australian Business campaign for the Australian Chamber of Commerce and Industry ahead of the 2022 federal election, packaging ACCI's 27 small-business policies into clear, accessible communications. It reached more than 6 million people, and the incoming government later introduced policies in line with ACCI's proposals.
- Client
- ACCI
- Market
- Australia
- Year
- 2022
- Sector
- Industry body
- Services
- Integrated campaign · Creative · Video · Web design
- Topics
- Advocacy · Elections · Public affairs · Business policy · Political campaigning
Leading into the latest federal election small- and medium-sized Australian businesses were facing nearly unprecedented labour and materials shortages.
The Australian Chamber of Commerce and Industry came to us to ensure their policies to address these issues were clear, noticeable and accessible.
TG developed the 'Back Australian Business' campaign to encapsulate ACCI's 27 policies advocating for Australian businesses.
We created a hero video, flyer and social assets to grab people's attention, and a 28 page brochure and interactive microsite to do the heavy lifting. This activity was paired with a downloadable kit which enabled members to incorporate the campaign into their own comms.
The Back Australian Business campaign was seen by millions of Australians in the short time it was running. Using our platforms business owners reached out to their local candidates, and since coming into power the new Labor government has instituted multiple policies in line with ACCI's.
TG were instrumental in ensuring our policies were known by the public and politicians alike. They made complex issues easy to understand and communicated effectively.
Ashley Gardiner · Director of Media & Communications, ACCI
Questions & answers
What was the Back Australian Business campaign?
A national advocacy campaign Topham Guerin ran for the Australian Chamber of Commerce and Industry ahead of the 2022 federal election, packaging ACCI's 27 small-business policies into clear, accessible communications.
Who ran it?
Topham Guerin, for ACCI: delivering a hero video, social assets, a 28-page brochure, an interactive microsite and a downloadable kit for ACCI's state and territory chamber network.
How many people did it reach?
More than 6 million impressions and over 19,800 microsite sessions during the campaign.
Did it influence government policy?
After the 2022 election, the incoming Labor government introduced policies in line with ACCI's proposals on skills and workforce participation.
Why did it matter for small business?
ACCI launched it on 13 April 2022 citing skills and labour shortages "at their worst in 48 years"; small businesses are 98% of all Australian businesses.
What did ACCI say about the work?
Ashley Gardiner, ACCI’s Director of Media and Communications, said TG "were instrumental in ensuring our policies were known by the public and politicians alike."