Client
COSBOA
Service
Advocacy
From the local electrician, your favourite barista serving the perfect coffee to the local bakery sponsoring your kids footy team – small businesses are the life-force of our community; yet they are doing it tough. Small businesses employ over 5 million Australians, they contribute more than $500 billion to the economy and make up over 97% of all businesses in Australia. Their impact is undeniable and we need to help them thrive by reducing their tax rate.
Our objective was two-fold:
To understand the landscape we commissioned in-depth polling and market research to uncover the impact small businesses has on the community and for business owners.
Targeting small business owner and the broader voting public, the campaign was executed across five strategic pillars:
Community activation: Video, social content and petitions were amplified to educate and mobilise small business owners and local communities, building grassroots support.
Stakeholder engagement: Influenced policymakers by demonstrating the public’s demand for solutions.
Earned media: Secured widespread coverage by releasing polling, economic modelling and personal stories through targeted media outreach.
Paid media: Deployed digital, radio and mobile advertising across key platforms and electorates to maximise reach and engagement.
Industry collaboration: Supported by Master Builders Australia and the Pharmacy Guild of Australia, demonstrating sector-wide alignment behind the ‘Fair Go’ message.
reached across major
digital platforms.
engagements and
website visits.
online video views
across major capital cities
total radio reach
digital audio impressions
via mobile gaming ads (4.65%
CTR vs 2% benchmark)
total potential earned
media reach, across
with 13% click-through rate
More than
20,000 DIGITAL
ENGAGEMENTS
The FairGo for Small Business campaign received unprecedented media reach across print, online, television and radio news outlets over 33 live days. The campaign generated strong political and media interest, with small business tax relief proposals acknowledged in media coverage and actively discussed in policy circles.