On May 28, 2011, anyone supporting the carbon tax would have been forgiven for thinking they were alone. One day later, it was all Australia was talking about.

    By creating the Say Yes campaign, we reframed the debate away from being about a 'great big new tax' to being a battle between a positive and a negative vision for Australia's future.

    And by introducing Michael Caton, Cate Blanchett, John Hewson and others into the campaign we gave it the Yes movement the leaders it needed.

    The result was the opening salvo of a polarised media battle about the rights of celebrities to have a say in the conversation and the reasons to stand up and offer support.

    When the dust had settled News Ltd media had come out overwhelmingly against our campaign, Fairfax and the 7pm Project had reported it in the positive and over $10 million worth of media had been generated. You could say it was the news for two days after it launched.

    All from a campaign created on an NGO sized budget and whose media budget barely stretched beyond a handful of key regional seats.


  • The 10 Things Book

    A quick-read book about carbon for busy business people and CEOs

  • MSF.TV

    Created to raise awareness of global humanitarian issues and to inspire action amongst Australians.

  • Love Sydney Love Clover

    Love Sydney parks, small bars and creative culture? Love Clover.

  • Dollars For Collars

    If you love dogs, why not buy a collar and help save one?

  • Amnesty Three Freedoms

    Use your iphone, webcam or Facebook photo to demand free and fair elections for Burma.

  • Changing the Carbon Conversation

    How a low carbon economy can be good for Australian business.

  • The Hero's Handbook

    Turn your brand into a hero brand™ with this handy free download.

  • Meet Your Maker

    Supporting ethical manufacturing in Australia.

Rallies, events, Facebook, posters. There isn't a media the campaign doesn't touch.