Aus Gov releases ‘Positive Energy’ campaign via The Monkeys

The Department of Industry, Science, Energy and Resources has released its Positive Energy campaign via Accenture Interactive’s The Monkeys.

The campaign was launched on 19 September and seeks to promote the government’s emission reduction strategies.

The 30-second spot outlines some of the government’s climate change policies, such as the use of solar panels in Australia and the use of the Snowy Hydro as a “battery”. The spot also mentions “hydrogen hubs” and ends with the line: “Because what we do today, will define our tomorrow. Australia’s making positive energy.”

In a media statement from 19 September, Minister for Energy and Emissions Reduction Angus Taylor said: “This campaign is about informing Australians about our strong track record and future plans to reduce our emissions, while supporting Australian jobs and maintaining prosperity.

“This includes promoting Australia as a world leader in renewables – we have the highest uptake of solar per person in the world – and celebrating Australian innovation and ingenuity to reduce emissions and support new and traditional industries.”

The Federal Government has faced criticism lately for its climate change policies, notably during the COP26 conference which finished on 12 November. Comedian Dan Ilic released billboards both in Australia and in Glasgow criticising the Government’s climate change policies, and those were also shown in Times Square, New York.

The campaign also received complaints to Ad Standards under the Australian Association of National Advertisers (AANA’s) Environmental Claims Code, specifically on the claim that hydrogen is a “clean” energy source, although the campaign was not found to be in breach.

It is in market for 12 weeks from 19 September, and is television, radio, press, digital, out-of-home and cinemas.

One of the campaign’s OOH assets


The Monkeys, Creative

Ipsos Public Affairs, Market research

Horizon Communications, Public relations

Cox Inall Ridgeway, Aboriginal and Torres Strait Islander communications

Embrace Society, Culturally and Linguistically Diverse communications

Oxide Interactive, Website developer

Universal McCann, Media agency

Hall & Partners, Evaluation research


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