Businesses for a Clean Economy is a group of 300 international and Australian companies who support carbon pricing. The group includes Westpac, Grocon, AGL, Fujitsu, IKEA and Vestas. They asked OgilvyEarth to assist with media relations to promote their stance at the time that carbon pricing was introduced into the Australian economy on 1 July 2012.
Due to the politically sensitive nature of the issue, it was critical to create nuanced media content and a carefully judged press conference that had maximum impact, but avoided the group becoming drawn into the political debate in a negative way. We provided strategic counsel on how best to handle media relations to ensure maximum positive impact.
The Businesses for a Clean Economy stance received over 210 pieces of press coverage, which were overwhelmingly positive. This included the front page of Sydney Morning Herald and Australian Financial Review. The press conference was streamed live on ABC News 24 and carried on all major TV evening news. There were over references to the event on radio, and over 100 articles written online. Retweets reached over 200,000.
For us, however, the biggest mark of success was that over 100 companies joined Businesses for a Clean Economy in the 72 hours after the campaign, a 30% increase in membership.