3 Examples of exceptional public service campaigns

Jul 17
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For public sector professionals looking to engage their public stakeholders, creative and effective campaigns are essential to connect with the right audience and result in a real behaviour change. These exceptional campaigns demonstrate that government agencies and departments are making strides to deliver creative communication that gets to the heart of sometimes difficult topics.

Public Sector Campaign

1. Girls Make Your Move

After identifying that young women are only half as active as their male counterparts, the Federal government launched the Girls Make Your Move campaign. Research shows that young women face additional barriers to being physically active, fearing being judged or ridiculed and feeling self-conscious about how they might look while exercising. The campaign effectively targets young women aged 12-19 years. It promotes a variety of sports and physical activities and features a range of girls of different backgrounds, shapes and sizes – reinforcing an empowering message that sports are for everyone.


2. Don’t Make Smokes Your Story

The Don’t Make Smokes Your Story campaign tells the stories of Aboriginal and Torres Strait Islander people who have smoked tobacco. Through a series of personal stories, the campaign draws the link between tobacco use and diabetes, the effect tobacco use has on pregnancy, the long term benefits of quitting and the costs of tobacco use. Designed with the target audience in mind, the campaign delivers engaging and creative content that connects with the audience. It is part of a holistic strategy that also provides resources to support Aboriginal and Torres Strait Islander people with quitting tobacco use.

3. Stop it at the Start

As a part of a national long term strategy focused on reducing violence against women and children, the Federal Government released the Stop it at the Start campaign. The award winning campaign is aimed at ‘influencers’ – parents, family, teachers, coaches, community leaders and employers. Extensive research for this campaign has found a link between violence towards women and gender inequality which begins with disrespectful behaviour that is overlooked by adults.

Aggressive or disrespectful behaviour by young males is often treated as something to be understood rather than behaviour to be discouraged. Adults often excuse these behaviours as ‘boys will be boys’ and in turn often blame the victim by asking what the victim did to invite the behaviour.

On average, one woman is killed every week at the hands of a current or former partner, and one in three women has been a victim of physical or sexual violence since the age of 15, making this an essential campaign to ‘get right at the start’.


Cathie Kennedy, Director of Communications and Media Branch at the Department of Social Services will be sharing her insights from the Stop it at the Start campaign at the Public Sector Strategic Communications & Engagement Conference. To learn how you can create a public service campaign to engage diverse stakeholders and change behaviours, visit the event website.

PS Communications

Submitted by Katherine Kingsle

Katherine Kingsle

Katherine is a Conference Producer at Criterion. She is a global citizen, having lived in India, New Zealand and the United States, and she currently resides in Sydney, Australia. She has an interest in politics, film and art, and is an avid reader of trashy mystery novels.

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