Strategy

The strategy needed to emotionally connect with a broad audience of both employees and employers across varied industries, and encourage them to learn about their workplace rights and entitlements via the online Pay and Conditions Tool. 10 feet tall explored the relationships and responsibilities between employer and employee, and how to build a collective consciousness that works towards a better Australia. If we can acknowledge fair wages and entitlements, then we can build better social standards, better communities and financial independence for all Australians.

Idea

The P.A.C.T – an agreement between employer and employee, as well as with themselves, for a fairer Australia, community and workplace.

Media

Digital driven campaign – social, online video & pre-rolls, digital banners.

Feeling

Build a better community.

Result

1,979,094 digital impressions. YouTube view rate of 16.63%, over three-times the Australian Government benchmark of 5%. Click through rate of 8.03%, above the 2% industry benchmark.