With many frustrated with the current state of politics in Australia, Purpose teamed up with newDemocracy Foundation to create a brand, messaging, and a captivating campaign to show that a new way of politics is beneficial and feasible.
The culture of Australian Politics is a laughing stock – this we can all agree on – regardless of what ‘side’ of politics you sit on. Purpose was given the challenge to create a brand and campaign to unite all voters in Australia to question our system, and come together to show their support for an alternative, human-powered system, complimentary to our current one, in the form of an idea called Citizen Assembles.
Our mission? Get 18-40 year old Australians who are frustrated with the current state of politics to see that there is a better way, by showing them that a new way of politics is actually feasible.
To develop a campaign that our audience could relate to, instead of switching off at the idea of ‘politics’, we decided to create an exciting, captivating, tongue-in-cheek brand and messaging structure that points at the ways in which our political system is absurd, ridiculous and broken.
Our idea was to funnel through their frustrations to newDemocracy Foundations’ ideas about how we can Change Politics in a way where citizens can contribute in meaningful ways, feel heard and seen, and see their own values contributing to decisions that matter in Australian Politics.
In order to achieve our theory of change, the campaign was broken down into three key phases.
First we needed to explain that this was not ‘just another political campaign’. By using a call to action in the campaign brand, we set ourselves apart from the culture of boring politics. We needed to encourage people to see what we were on about; by using messaging that spoke to current political issues and frustrations, we could relate to our audience group.
In order to change politics, we needed to make some noise. Knowing that politicians LOVE numbers – we decided that a petition was a fantastic way to add a proof point to our campaign.
Our website was designed in a way that allowed people to signal their support though the petition, which then funnels them into a deeper engagement journey. The website offers higher-barrier actions that highly engaged people can take directly through the site, such as joining the Change Politics team and helping push the movement forward.
An eDM structure was set up, to keep signees updated with any campaign developments, and allows us to re-engage the audience at later dates.
The campaign launched in November 2021, ahead of the 2022 Australian election and has worked to collect data and results to help Australians push for an alternative, human-powered political system.
for Equity & Evidence