F.Y.I.

News Australia launches ‘Back Australia: It’s good for all of us’ national campaign

October 27, 2025 10:15

News Australia has unveiled a major initiative to encourage consumers and businesses “to build a better future for Australia” through shared storytelling and national pride.

The announcement:

News Australia has launched Back Australia: It’s Good For All Of Us, a national campaign to unite consumers and businesses to build a better future for Australia.

Through authentic and compelling storytelling, Back Australia will empower consumers to make informed choices that will support and strengthen the Australian economy while helping businesses realise their full potential and propel the nation’s prosperity.

News Corp Australasia executive chairman Michael Miller said: “At a time of rapid change and uncertainty, the Back Australia campaign will unite businesses with Australians through a shared ambition: building a positive future. For consumers, the campaign will make everyday spending choices feel purposeful and powerful. For brands, it’s an opportunity to be part of the solution.

“At News it is our mission to highlight to our vast audience that when you choose Australian, you’re backing our people, our companies, our stories and our future. It’s undeniably ours. And it’s good for all of us.”

The initiative will feature three key content pillars:

Consumer guidance – Practical advice on how everyday spending choices support Australian jobs, sustainability and economic resilience

Community impact – Compelling stories that demonstrate how businesses are making a difference in the community

Expert insights – Analysis from industry leaders and policymakers on strengthening Australian manufacturing, addressing global competition, and driving policy reforms

Back Australia has secured support from Harvey Norman, Australian Made Campaign, Westpac, Bunnings, Coles, TechnologyOne, REA Group, Cadbury, R.M.Williams, Qantas, Vodafone and BHP.

The campaign will roll out in two stages until April 2026 and through News Australia’s extensive reach, will engage more than 18.8 million Australians, with research showing 12.8 million* are already primed to Back Australia.

News Australia client partnerships managing director Lou Barrett said: “We know there’s a genuine desire among Aussies to support local business, but they face real barriers around availability, affordability, and clarity about what constitutes Australian support.

“We’re giving our client partners an authentic way to help bridge that gap and connect with that sentiment. Our network gives us unmatched reach and credibility to deliver meaningful connections between brands and millions of engaged Australians. This is national pride in action, informed by deep audience insight, and designed to drive genuine impact.”

The campaign will run across brands including The Australian, news.com.au, The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser, The Mercury, NT News, Cairns Post, Gold Coast Bulletin, Toowoomba Chronicle, Townsville Bulletin and Geelong Advertiser, as well as lifestyle titles including Taste.com.au, Escape and Body+Soul.

Also supporting the initiative is the Seven Network, with editorial coverage featured across its flagship programs Sunrise and 7NEWS.

Back Australia is supported by a comprehensive Marketing and PR campaign to create a movement that celebrates all things Australian and inspires action. For more information go to backaustralia.com.au.

Source: Roy Morgan Single Source 12 months ending June 2025. Roy Morgan iris 12 months ending June 2025. All people 14+. *Based on the audience who agrees with the statement “I try to buy Australian made products as often as possible”.