BHP attempts to pull at the heartstrings with ‘We’re helping Australia grow’ messaging

Multinational mining, metals and petroleum conglomerate BHP wants people to focus on the positive knock-on effects of its steel exports in a campaign which says “We’re helping Australia grow”.

The ad features smiling children and BHP staff as a voiceover details how the company is helping provide the steel to build the schools, hospitals, bridges and transport needed to cater to the world’s growing urban population. 

“And when we help the world’s cities grow, we’re helping Australia grow too,” the ad concludes.

BHP Billiton rebranded to simply BHP last year and kicked off its first consumer campaign in 33 years.

The first work in 2017 reminded the public of the company’s roots as Broken Hill Propriety, founded by seven miners, 130 years ago.

The new advertising push is the second phase of BHP’s Think Big campaign, and will include TV, print, online and billboards. It, like last year’s campaign, was created by Big Red.

BHP’s chief external affairs officer, Geoff Healey, said BHP plays a crucial role in addressing global challenges.

“We are continuing to tell the story of how the people of BHP develop and deliver the resources that underpin global development and support Australia’s economy”, said Healy.

“Each advertisement will focus on a key global challenge and highlight the role of our commodities in helping build a sustainable future. The first adverts focus on steel; which is crucial for growing cities and is made from iron ore and coal, and electric vehicles; which need four times more copper than conventional cars.”

The campaign kicked off today.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.