Yes23 holds ‘No’ accountable ahead of Voice referendum
Less than two weeks out from the Voice to Parliament referendum, Yes23 has launched a new integrated campaign which aims to convince Australians to vote Yes by highlighting indisputable facts, via recently appointed creative agency Clemenger BBDO.
The agency was appointed mid-September following a three-way competitive pitch, and launched its first campaign, ‘Yes Makes It Possible’, at the time. It hopes the campaign hopes creates clarity and take politics out of the equation, as well as combats misinformation around the Voice.
The agency’s CEO Dani Bassil told Mumbrella the work it is doing “will make a big difference”.
The latest campaign, takes a different approach, reminding Aussies of what is at stake, and to make ‘No’ accountable, using the tagline: ‘A no vote means no progress’.
It is important to highlight the differences in life outcomes between Indigenous and non-Indigenous Australians, according to Yes23’s campaign director, Dean Parkin.
“This advertisement simply points out that many Indigenous Australians live with entrenched disadvantaged when it comes to outcomes in health, education and employment,” he said.
In early September, Yes23 spokesperson, Jade Appo-Ritchie, told Mumbrella the overall campaign’s main objective is to get information out, correct misinformation and fill gaps of knowledge.
“That’s how we’re going to win,” she said. “It’s all about the conversations.”
Parkin added: “A ‘Yes’ vote is a once in a generation opportunity to improve the lives of Indigenous Australians. A ‘No’ vote will mean no progress.”
OOH executions
Bassil said Clemenger BBDO is actively participating and playing an important role in the Yes campaign: “Let’s be clear. We are about playing an active role to help win this referendum.
“As part of that we have been working on different ways to inform, engage and debunk,” she continued. “We are not mucking around.”
“This has only been possible with the incredible minds, collaboration and energy of our Yes23 agency team, our partners, consultants and the Yes23 organisation.”
The campaign is live across national TV, press, OOH, radio, digital and social media.
Credits:
Client: Yes23
Agency: Clemenger BBDO
ECD – Richard Williams
CD – Brodie King
Senior creatives – Ellie Dunn & Hugh O’Connor
Strategy partners – Brigitte Bayard & Mike Ronkoske
Business management – Georgie Winton, Steph Cheung, Tyler Ronaldson
Production – Photoplay & Rumble
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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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This stuff does nothing to address the main issue : ‘we don’t get how it will work’. What was needed was a good old fashioned product demonstration. Show a regional or remote community meeting with their Voice rep with suggestions on how to solve a problem that the current govt program isn’t working on. Show the Voice rep explaining the suggestions to bureaucrats in Canberra. Showing it is the key here— like any product demonstration. Probably too late now.
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