New ‘Yes Makes It Possible’ commercial launched in final hours
The Voice to Parliament referendum is fast approaching, and Yes23 and its creative agency Clemenger BBDO have launched a new iteration of its ‘Yes Makes It Possible’ campaign, just four days out.
The ‘Yes Makes it Possible’ platform originally launched mid-September, when the agency was appointed by the campaigner.
Managing partner at Clemenger BBDO, Georgie Winton, shared the new social ad on LinkedIn and wrote: “Here we talk about how change can happen…when we listen. Change is possible. Yes makes it possible.
“Please everyone…Vote ‘Yes’.”
Clemenger BBDO told Mumbrella the campaign launch was always planned as part of the overarching strategy.
On Monday, the ABC reported that more than 2.2 million Australians have cast their votes early already.
The broadcaster also reported that 97.7% of the country is enrolled to vote – the highest rate of enrolment since Federation. The enrolment rate of Indigenous Australians is at an all-time high at 94.1%.
Last week, the agency launched another campaign which took a drastically different approach, highlighting the differences in life outcomes for Indigenous and non-Indigenous peoples, aiming to remind Aussies of what is at stake.
Dean Parkin, campaign director at Yes23, said of the campaign: “This advertisement simply points out that many Indigenous Australians live with entrenched disadvantaged when it comes to outcomes in health, education and employment.
“A ‘Yes’ vote is a once in a generation opportunity to improve the lives of Indigenous Australians. A ‘No’ vote will mean no progress,” he said.
In September, Clemenger BBDO CEO, Dani Bassil told Mumbrella these last few weeks are key, and seemingly these last few days.
Last week, she said: “Let’s be clear. We are about playing an active role to help win this referendum…We are not mucking around.”
Looking back, the first major advertisement from Yes23 launched in April, which featured a number of Indigenous community figures. The campaign aimed to start the conversation nationally, extending an invitation to Aussies to “Join Us”.
Parkin said at the time: “By sending this first ‘Yes’ message onto the screens of Australian homes, it shifts the conversations out of the Canberra bubble and back to where they really matter, with Australians from all walks of life.
“Saying ‘Join Us’ underlines the importance of this being a movement of the people, something that is actively driven by people on the ground. We have been energised by the commitment of thousands of Australians who have so far come forward to support the campaign in many ways, and the conversation still has much further to go, with Australians hearing more and more about constitutional recognition through a Voice in the months to come.”
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Lauren McNamara is a journalist 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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