Sign up to our Newsletter

Category: PR


Sh*t mates don’t say


Men are 84% more likely to die of preventable cancers than women, and about 100% less likely to talk about their health. Cancer Council NSW wanted to tell it like it is to men aged 35-50, old enough to develop cancer but still young enough to prevent it.




Giving a twist to then viral meme ‘Shit Girls Say’, Shit Mates Don’t Say was an integrated website centred around a fun video piece which hammered home the things men don’t say to each other, but should.

EDMs, social activations, a live Q&A session, ambassador program (involving Bondi Rescue, Scott Cam, Jude Bolton, Annalise Braakensiek and Vashti Whitfield), and a heavy PR component helped grow the campaign.




Being bold paid off. The campaign generated an advertising equivalent of $2.1m and saw a 4% increase in the number of helpline calls from men in the immediate campaign aftermath.

  • Aired on Channel 10 Breakfast Show and Channel 9 Today Show
  • Won at 2013 W3 Awards (Gold and Silver)



G20 On my Agenda


In the run up to the G20 summit in Brisbane, Tony Abbot removed Climate Change as a subject for discussion as he did not want to “cloud discussion on economic issues”. Ironically, Climate change will affect everybody in every walk of life, including the economy. Harnessing the power of the Australian public, we wanted to put climate change back on the agenda.


We partnered with WWF, Greenpeace, GetUp, Earth Hour, AYCC, Oxfam, 350, ACR, and 1 Million Women to create a multi language dashboard empowering users to tweet directly at their local representative to let them know that they want climate change to be on the agenda.  Politicians that publicly supported our campaign were turned green during the course of the campaign.


During the campaign, 50k tweets were sent using our trending hashtag #onmyagenda with a reach of over 10.5 million. Our thunderclap was released on 14th November by over 3000 people with a reach of 1.6 million. 5 attendees of the G20 showed support for our message including Angela Merkel, David Cameron and Barak Obama, with The President Of The EU Commission, Jean Claude Juncker,  actually using our hashtag within his tweets. Our Campaign was picked up by press and advertising publications alike, most notabley featured in Mumbrella, BandT, 7 News, Brisbane Times and The Guardian.