Communications campaign for Australian Taxation Office

Overview

The Australian Taxation Office contracted 33 Creative to develop and implement the Indigenous component of a significant communications campaign for its SuperStream product — an electronic system for super payments and information, which the ATO wants all businesses to use.

The campaign focused on Indigenous small employers (with fewer than 20 employees) and critically needed to achieve a geographical spread – urban, regional and remote – to distribute the campaign’s messages of what SuperStream is and how to use it to pay super contributions.

Approach

Our strategy focussed on high-level business and community engagement through the use of stakeholder engagement, social media and event production.

We also led a public relations campaign that engaged newspapers, online, radio and television that had Indigenous, rural and regional audiences.

Reaching remote Indigenous businesses required stakeholder and direct engagement, and distributing materials to remote media by securing coverage in local newspapers and radio interviews with remote Indigenous broadcasters.

We developed a range of resources for a campaign information and communications kit, including an animation, brochure, e-postcards and stakeholder digital kit.