‘From rev-head to renewables’: New pro-climate action campaign shares stories of unlikely advocates
The Investor Group on Climate Change (IGCC) is urging the government to adopt an ambitious 2035 emissions reduction target, launching a campaign that highlights the benefits of clean energy via JimJam Ideas, Enrichd Group, and SEC Newgate.
Aiming to increase community awareness of the financial and economic advantages of clean energy, the campaign hopes to show that climate action can make Australia wealthy and can create hundreds of thousands of jobs along the way.
PR firm SEC Newgate forged a partnership with creative house JimJam Ideas and media agency Enrichd Group to bring this aim to life. The campaign – ‘Climate Action Pays Off’ – follows the stories of five unlikely climate action advocates, including ex-coal miners, car manufacturers, and fifth-generation farmers.
They act as living proof that adapting to clean energy doesn’t mean having to lose prospects or livelihoods – in fact, it shows that adapting could make people much better off.
“We knew from early on we wanted great Australian stories to form the backbone of the campaign. JimJam Ideas was the perfect partner to bring these stories to life in beauty and colour,” said Kate Fagan, campaign lead at SEC Newgate.
“Similarly, Enrichd Group has worked hand in glove on media placements to ensure these important stories reach Australians right across the country.”
The creative – which spans a raft of 90″, 30″, 15″, and 6″ videos, as well as static content – hope to deeply engage Australians with the personal stories of the five advocates. SEC Newgate oversaw all aspects of the campaign delivery including research, strategy, message development, and execution, while Enrichd Group adopted a strategic, audience-led media plan to ensure it reaches relevant audiences and markets.
Erwin Jackson, managing director, policy, at IGCC, said: “‘Climate Action Pays Off’ shows how new companies are stepping up to provide jobs for local workers while building businesses that are fast becoming the clean energy powerhouses of tomorrow.
“It takes a talented team to make a campaign like this sing and we had the right combination of skills in SEC Newgate, JIM JAM Ideas and Enrichd Group.”
JimJam Ideas’ ECD, Charlie Cook, concluded: “What an honour and a pleasure to be involved in such a groundbreaking campaign, tackling the ‘climate action’ transition from such a different angle, through the eyes of smart, down to earth Aussies who are making practical change that’ll undoubtedly see Australia prosper into the future.”
Credits:
Client: Investor Group on Climate Change
Managing director, policy: Erwin Jackson
Senior manager, advocacy: Michael Bones
Director of media and communications: Fergus Pitt
Policy manager: Bethany Richards
Campaign strategists: SEC Newgate
Campaign lead: Kate Fagan
Strategic adviser: Clint McGilvray
Research lead: Ben Oxenham
Media engagement: Angus Kelleher and Oscar Dean
Digital strategy: Simon Masterton
Creative adviser: Simon Tapson
Creative agency: JimJam Ideas
Executive creative director: Charlie Cook
Director/producer: Rob Shreiber
DOP: Simon Hammond
2ND DOP: Dave Gregan
Production assistant: Tom Donohoe
Art director: Paul Carpenter
Strategy: Tony Gordon
Media agency: Enrichd Group
Group director: Alana Fechner
Digital marketing manager: David Chidiac
Digital executive: Ashneel Sami
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Charlie Cook
clean energy
climate action
climate change
Enrichd Group
Erwin Jackson
Investor Group on Climate Change
JimJam Ideas
Kate Fagan
SEC Newgate
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