Client
Pharmacy Guild of Australia
Service
Advocacy
Australians are facing a cost-of-living crisis. Rising rents, soaring grocery prices and the price of Pharmaceutical Benefits Scheme (PBS) medicines were forcing too many to make tough choices – paying for groceries, rent or life-saving prescriptions.
Our challenge was clear: secure government commitment to reduce the cost of PBS medicines and provide relief to millions of Australians struggling to afford their prescriptions.
Building on the success of a previous Affordable Medicines Now campaign, we focused our efforts on key MPs in marginal seats, applying targeted pressure in critical locations. We seamlessly combined political strategy with grassroots community engagement to raise public awareness and make affordable medication a central issue in the election.
We leveraged a diverse mix of digital activations, traditional media coverage, out-of-home advertising, radio and user-generated input (UGI) content to showcase real stories and lived experiences.
These powerful narratives illustrated the cost of these choices for Australians. Our message was simple: the government has the power to end the tough choices.
saw our campaign messaging
to our campaign website
online video views
engaged with the campaign
We expected a 5-month campaign, but in just 3 months, Prime Minister Anthony Albanese announced a historic price reduction for PBS medicines – an outcome that will change the lives of millions of Australians. Thanks to this reduction, over 400,000 Australians will benefit each week, ensuring no one has to choose between food and medicine.