The year in review www.essentialmedia.com.au
The year in review
www.essentialmedia.com.au
2
www.essentialmedia.com.au
Contact us:
Directors Elizabeth Lukin
Peter Lewis
Tony Douglas
International Gemma Swart
Research team Andrew Bunn
Kate Whelan
Dawn Hoffman
Communications team Adrian Dodd
Alana Mew
Amy Gordon
Carla Drakeford
Elisa Fernandes
Holly Crocket
Jackie Woods
Jane Garcia
Jemma Williams
Kate Bell
Olivia Greentree
Liz Willis
Digital and production Stuart Gillies
Allan Soutaris
Kim Brebach
Kimberley Harlow
Oliver Woodley
Finance and admin Alison Jackson
Caroline Lochland
Denise Jaffrey
Jade Adams
Rachel Rees
Siobhan Lyttle
The EMC team
Melbourne (03) 9929 9999
Sydney (02) 8280 9100
3EMC 2014 - The year in review
A message from the EMC Directors“When you change the government you change
the nation,” Paul Keating warned on the eve of
the 1996 federal election. On this criteria 2014,
the first full year of the Abbott era, should have
summoned a different set of challenges and
issues for EMC and our clients.
But what has been remarkable about the past
year has really been the lack of any remarkable
shift in the national agenda.
The things we campaigned for through the
Rudd-Gillard years – addressing climate
change, supporting the disadvantaged,
standing up to corporate power and taking a
global viewpoint – are still the same issues. The
emphasis may have shifted but the imperative
of mobilising people to drive change remains
central.
Constant too are the inexorable changes
in technology and the media environment
that challenge us to reimagine how we
communicate and campaign, deploying
the latest tools and navigating a changing
landscape.
That’s the EMC story in 2014 – driving the
issues that matter in new and exciting ways
– busting through the cynicism and inertia to
give our clients and their members the tools to
make a difference.
Whether fighting for the reef, making the
case for renewables, standing up to the Big
Banks or creating a new disability system,
the EMC approach has prevailed: cut-through
strategy driving campaigns that win and make
organisations stronger.
EMC Directors: Peter Lewis, Tony Douglas and Elizabeth Lukin
4 www.essentialmedia.com.au
2014 By the numbers
4 EMC 2014 - The year in review
Our weekly Essential poll continues to be one of the nation’s most influential, charting the national mood and driving the political discussion.
A must-read amongst the political elite and our growing list of subscribers the Essential Report has charted the decline in the Abbott Government’s political stocks from around Easter.
The unpopular – and as yet unresolved – Federal budget has been the flashpoint for disillusionment, with uni fee deregulation, the $7 doctor co-payment and rise in pension age all given the thumbs down by voters.
Mishandling of the budget has risked the Coalition losing its strong brand advantage as the best managers of the economy.
But the decline for Abbott started with a seemingly innocuous, albeit indulgent symbolic play: his move to reinstate knights and dames.
Our poll shows this was the moment when the election baseline disappeared, a warning that Abbott like many leaders before him had misunderstood a vote against an unpopular government for endorsement of his own political agenda.
The knights and dames saga was not the only ideological misstep – from Brandis’s bigots to Pyne’s war on students to Turnbull’s ABC cuts – the new government has worn its prejudices on its sleeve. The electorate has been left unconvinced that this is a government for middle Australia.
A stronger performance internationally, especially the response to the downing of MH17 stabilised support mid-year, but a disastrous G20 ensured the PM received no reflected glory from the presence of the world’s most powerful leaders.
Of course it’s early days and one-term governments are a historical curiosity, but this is the shortest honeymoon in recent Australian political history.
Drumming up debate During the course of the year Peter Lewis and Jackie Woods built a national political debate around the findings of the weekly report with a popular column on the ABC’s Drum website.The Essential Report was also featured regularly on Sky’s Monday agenda, ABC’s Insiders and most of the national newspapers.
5EMC 2014 - The year in review 5
35
40
45
50
55
60
65
2-Jan-14 21-Feb-14 12-Apr-14 1-Jun-14 21-Jul-14 9-Sep-14 29-Oct-14
Labor Liberal/NatTwo party preferred 2014
How we saw the world:
Budget Fail - 8% say the budget would be
good for them personally
Drop in climate scepticism - 76% say
extreme weather events are likely to be linked
to climate change
Someone else – 18% of voters see Tony
Abbott as the best person to lead the Liberal
party, compared with 31% for Malcolm
Turnbull and 19% ‘someone else’
Fear of terrorism - 57% say fear of local act
of terrorism has increased
Go back? - 41% of voters said the Australian
economy was heading in the wrong direction
Politics of PUP - 26% say Palmer United
Party holding balance of power is good for
democracy
6 www.essentialmedia.com.au
Fight for the Reef
- yes we can!
When US President Barack Obama placed the health of the Great
Barrier Reef at the centre of the global debate on climate change he
was giving voice to one of EMC’s most successful campaigns.
The Fight for the Reef campaign has mobilised more than 200,000
supporters, from tourist operators to shareholders, to oppose the
industrialisation of the reef.
The flashpoints were plans to dredge waters around Abbot Point to
allow for a financially unviable expansion of coal port facilities that
would see millions of tonnes transported through the reef.
Deploying a range of ground-breaking campaign techniques from
crowd-funding legal actions to building a team of super-supporters
who will go that extra mile to save the reef.
The highlight moment for 2014 was the heroic back-flip of local LNP
MP George Christensen to publicly renounce his support of reef
dredging after a deluge of criticism – not just from activists but from
the industries that rely on the reef’s well-being.
This has been the centrepiece of EMC’s strategy – building a broad
alliance that sees the economy and environment not as alternatives
but as interdependent.
Meanwhile, the business model for Abbot Point is floundering and the
Indian developers are now seeking government support to see the
project through.
Regardless of the outcome of Abbot Point, this will be just one
skirmish in the broader Fight for the Reef.
Visit the site: www.fightforthereef.org.au
7EMC 2014 - The year in review
With the demise of carbon pricing, the focus of the climate change debate in
2014 shifted to the Renewable Energy Target.
EMC worked with a broad alliance of industry and consumer groups
including the Solar Council and Solar Citizens to push back on Abbott
Government plans to wind back the RET.
While the PM had managed to harness the
forces of denial against a market mechanism,
his plans to downgrade the renewable
energy industry met stiff public and political
resistance with thousands of Australians
taking to the streets to argue for a solar
future.
The campaign also galvanised a Labor
Opposition which had been considering a
RET compromise, ensuring renewables will
be a touchstone political issue through 2015.
#rallyforrenewables
For
Saving the RET
7EMC 2014 - The year in review
Climate change: Turning up the heatOne year on from its launch as an independent, publically funded
organisation, EMC helped position the Climate Council as the go-to
authoritative source of climate science analysis.
EMC launched a range of reports for the Climate Council on topics
as diverse as the US-China joint agreement on climate change to
Australia’s ageing electricity infrastructure.
One of the most successful launches included a boat ride for media
around Sydney Harbour with Australia’s leading climate scientists
showing which areas would be inundated if current warming trends
continue unabated.
Climate Council activities were covered by every major media outlet
in Australia and received significant international coverage from
publications in the UK, China, India, Canada and the USA – building
pressure on governments worldwide to act on climate change.
Scientists talk climate change on Sydney Harbour
8 www.essentialmedia.com.au8 www.essentialmedia.com.au
Busting the banks
9EMC 2014 - The year in review
COBA: Banking on a better systemWhen the new Abbott Government announced an inquiry into the
Financial System, the Big Four prepared to reap the benefits of a pro-
business regime.
The last thing they expected was to have the blow-torch applied on
‘too big to fail;’ a situation where taxpayers fund the Big Four to the
tune of $2 billion a year through a guarantee they’d be bailed out by
the government in a crisis.
Enter the Customer-Owned Banking Association, supported by
EMC, with a sharp public awareness campaign aimed at getting the
guarantee into the national political debate.
Our TVCs highlighted the billions of dollars in subsidies that are given
to Australia’s big four banks, supported by the Australian taxpayer.
EMC delivered a series of TV ads, which was backed up with a digital
information hub and free media campaign to build public awareness
of the subsidy and give the sector the tools to engage their customers.
Before long, Inquiry Chair David Murray was fielding questions on the
guarantee from senior gallery journalists on national TV.
The campaign ran across TV, print, and online and helped redefine
the debate over the Inquiry – ensuring the core issue of the bank
guarantee was addressed – much the chagrin of the Big Four.
Spectacular animated graphics for COBA TVC.
On the jobEMC is working with Cbus Super - the construction and building
industry super fund - to bring to life member investment in
construction projects.
The engagement plan is the result of an EMC strategy to bring to life
the virtuous cycle between investment in the industry and industry
super.
The pilot project is the massive 42-story development at 1 William St
in Brisbane. The project involves building pride within the workforce
in the great work they do.
EMC runs a blog, Built By Us, with regular pictures and updates on
the site, produces workplace posters featuring a monthly winner of a
$100 Bunnings voucher and facts and stats about the project.
We’ll also produce a picture book at the end of the project as a
momento of the workers’ time on what will be one of Brisbane’s
most important buildings - the new riverside government building.
10 www.essentialmedia.com.au
Supporting
communitiesNDS: Transforming a campaign into a communityOnce you have achieved a campaign objective,
what comes next?
In 2014 EMC grappled with this challenge with
the National Disability Service, building on the
successful Every Australian Counts campaign
to start working on the transition to the NDIS.
The challenge for the campaign for 2014 was
to continue the momentum created by the
150,000 plus campaign supporters; to make
sure the NDIS is delivered on time and on
budget.
Speaking with Every Australian Counts
supporters, we discovered that many outside
the trial were hopeful yet apprehensive about
the NDIS, unsure how it would work or if it
would deliver on its promise for a better life.
The new campaign still applies the pressure
when it is needed but also provides a one-
stop-shop for information, tips and real
experiences about the NDIS so those who are
still waiting can get a better sense of what to
expect when it comes to them.
The new site explains how the NDIS is working,
warts and all. It showcases real stories from
the trial sites and features opinions from
disability sector leaders and bloggers. And it
will still pack a punch on the campaign front to
get the best NDIS possible.
www.everyaustraliancounts.org.au
The new website is a one-stop-shop for information about the NDIS
11EMC 2014 - The year in review
Closing the awareness gapAlthough small gains are being made to close the gap in the life
expectancy of Aboriginal people, the issue remains a national
shame – and one that EMC is working to keep at the top of the
national agenda.
In the last twelve months, EMC assisted the peak body, the National
Aboriginal Community Controlled Health Organisation, to launch a
landmark report into the economic benefits of their sector at the
National Press Club, resulting in a 5% increase in their funding.
We produced a kit for individual services to invite their new MP to
visit their service and delivered widespread national and Indigenous
media coverage on a range of Aboriginal health issues.
EMC also continues to work with NACCHO to communicate with
their members, create a monthly e-news bulletin, and launch a
member poll.
Science takes the capitalScientists are not known for their activism but when the new Federal
Government failed to appoint a dedicated Science Minister and
followed up with cuts to vital science programs, it ramped up the
urgency at this year’s Science Meets Parliament.
EMC provided on ground support as 200 scientists fronted
parliamentarians in 90 separate meetings in the halls of power in
Canberra.
They argued that the constant flow of ideas from science is critical to
the innovation and technology needed to ensure Australia remains
an advanced, prosperous first-world economy.
Hands off the pensionWhile the orthodoxy is that the net is for young
‘uns, EMC worked with the Council of the
Aging to mobilise pensioners around the 2014 Federal Budget.
We asked older people to email the Senators in their state to tell
them how worried they were about any changes to their pension.
We also secured blanket national media coverage for the launch
of the campaign and at key times when additional pressure was
required.
The result? The government has held off bringing the legislation
containing the changes to the Senate given the disquiet now felt by
many Senators on the issue.
PENSIONTHEHANDS
OFF
12 www.essentialmedia.com.au
CampaigningBringing young workers to the frontHaving built up a list of 50,000 supporters for 100% Pay at 18+, the SDA was grappling
with how to turn the data into faces that maintain momentum in what is a long and
incremental campaign.
EMC’s solution? A national search for the Young Workmate of the Year.
The campaign called for people to nominate a workmate who is under 25, gives 100% at work,
supports their workmates and generally makes their workplace a better place.
The result was overwhelming, with over 360 nominations from across the country received. The
public were then asked to vote for who they thought deserved the inaugural Young Workmate of
the Year – around 20,000 votes were cast - and winners from each branch were announced.
The awards, which the SDA is now looking at running annually, have helped cement the SDA as
the voice of younger workers.
The engagement in the Young Workmate
of the Year Awards exceeded all
expectations. The awards have
driven large amounts of traffic to
the campaign website, including
thousands of new visitors.
www.essentialmedia.com.au12
13EMC 2014 - The year in review
Voting for schools EMC worked with the Australian Education Union to put schools front and centre in the
Victorian State election.
Our objective was to make education the top election issue by pushing candidates to pledge
to put education 1st.
A mix of on the ground, online, free media, advertising and email actions were used to push
the campaign out, resulting in a massive 12,000 supporters across the state.
The AEU won this campaign. Labor not only announced a policy of $1.3 billion spend across
schools, TAFE and preschools and even headlined their announcement with the AEU’s slogan
‘Giving every child every chance’.
The Liberals retaliated by re-announcing old money, and still refusing to locate Gonski school
money in the budget.
As for the voters, more than ever before parents were thinking of their kids when they voted
on November 29.
Fighting for TAFE Over the past 6 years TAFE4ALL has fought many battles. 2014 was the year for TAFE to win.
On the ground co-ordination, digital media action, the TAFE4ALL pledge and newsletter
updates kept over 10,000 supporters up to date and engaged in the push to save TAFE once
and for all.
The result? The week before the state election ABC’s Vote Compass revealed that 80% of
Victorians said that they wanted an increase in TAFE funding. That figured included two thirds
of likely Coalition voters.
Protecting preschoolsEMC worked with the AEU to transform a grassroots Facebook group into a winning industrial
campaign.
As soon as the website launched, hundreds of supporters sent emails to the Minister and the
employers to demand a resolution to the long-running dispute.
14 www.essentialmedia.com.au
Bringing FIFO into the spotlightHow do you draw attention to an issue when it
is happening in remote Australia, hundreds of
kilometers from the nearest media outlet?
When EMC worked with the CFMEU to bring
the plight of Fly In Fly Out workers to life, we
realised we would need to be the ones putting
the story together.
EMC conducted a poll of remote mine workers
to find out how they felt about the FIFO life and
backed this up with a written report based on
site visits that EMC undertook with CFMEU
organisers.
The research report and camp audit
EMC produced have provided valuable
insights into the little understood world of
commuting mineworkers and remote mining
communities.
The efforts have delivered way more than a
media release and a photo opportunity.
Campaigning
15EMC 2014 - The year in review
QLD doctors fight contracts In late 2013, the Queensland Government was attempting to push the state’s Senior Medical Officers onto individual contracts.
Expecting to crash through, Premier Newman was in for a shock when the doctors teamed up with EMC to run a public campaign to maintain doctors’ independence.
Member and public research confirmed that doctors would walk away from the system and, if they did, the public would back them over the government.
These insights informed a fully-fledged political battle where one third of the state’s specialists signed resignation letters.
Boxed into a corner, the Government lashed out, but EMC’s paid media and earned media strategies helped keep the public on side and the government on the back foot.
Eventually the government sued for peace, offering concessions that would allow doctors to maintain their professional integrity while dealing with patients.
2014 ITUC Global PollFor the third year running, EMC worked
with the ITUC to coordinate and report on
the annual ITUC Global Poll.
Covering 14 countries (including Australia),
the poll represents the attitudes of 3.7
billion people, or an estimated 53% of the
of the world’s population.
The poll provided an anchor for the ITUC’s
global campaigning efforts, providing
proof of its key international agenda for
L20 – that the world
deserves a pay rise.
15
When more than 1600 global union
leaders gathered in Berlin for the ITUC
biannual global congress, EMC worked
with Sharan Burrow to pull the show
together.
EMC’s global guru Gemma
Swart managed a 12-member
communications team that reimagined
conference communications, turning
the congress into its own content hub.
Claire O’Rourke from EMC’s digital
team was responsible for social media,
managing an impressive twitter wall
and live-tweeting key Congress debates
and speeches.
Sydney Director Peter Lewis anchored
a series of lunch-time panels involving
global union leaders in the issues of the
day, live-streamed from the conference
centre and archived on the Equal Times
website.
EMC 2014 - The year in review
Organising
the world
16 www.essentialmedia.com.au
What’s next?
Telling our own storiesAs the influence of traditional media wanes with declining audiences and failing business
models, EMC is working with organisations that are going direct to their members.
On one level it’s back to the future; many groups have published niche content
to members, the difference is that this is now becoming a primary source of
information.
But with new technologies and distribution networks, the opportunity to reach out in
new and creative ways is transforming internal communications.
Working Life – EMC has developed ‘Clock On’ a sharp wrap of the morning
news delivered daily for the ACTU’s news site.
The Expresses – Our member blogs for the NSW RTBU’s Bus and Loco
divisions has transformed their member communications, providing members with a
page to call home.
Media Quarterly – With Media Super we have piloted a new quarterly
magazine-style online video to bring the broader media industry issues to life. Hosted
by Tracy Spicer the format aims to provide industry analysis in an engaging format.
www.essentialmedia.com.au