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Museum of Australian Democracy 'Secure Australia'

The Client

The Museum of Australian Democracy’s ‘Secure Australia’ campaign aimed to increase its profile and get Australians talking about democracy.

The Need

An advertising campaign was initiated involving billboards, online banner ads and street posters in major cities that showed non-democratic demands from a fictitious government body. Fenton Communications was chosen to maximise the effect of the campaign by increasing media exposure and to minimise any negative impacts that may result.

Our Work

Fenton Communications engaged with bloggers, targeted key media and liaised with journalists who showed interest in the campaign.

Fenton conducted research of Australians’ attitudes towards democracy, which highlighted some key statistics that were used to champion the media relations campaign. The Fenton team also collected electoral statistics for Victoria, Queensland and New South Wales, which was used in partnership with local newspapers as tailored stories.

A national ‘Have Your Say Day’ was called as a part of the media relations and social media campaign to engage the public.

Significant media coverage was achieved including:

• AAP and major newspapers in each state
• The Brisbane Times, The Sydney Morning Herald, The Age and the Sunday Age all wrote stories about the ‘teaser’ to the campaign as well as the issue of discussing democracy once the campaign was revealed.
• MoAD ambassador William McInnes was a guest on Q&A and a video question developed by Fentons was aired on the show.
• Multiple radio interviews with the MOAD spokesperson
• Multiple local newspaper coverage

Advertising courtesty of DraftFCB