In 2023, SACOME approached CoLLECT to create and deliver the new iteration of their ResourcefulSA Campaign. The purpose of this resources advocacy tool was to educate and inspiure the South Australian community about the critical value of the South Australian Resources sector to their everyday lives. In particular, the campaign was to target women and younger South Australians.

We saw this as an opportunity not only to elevate the perception of the South Australian Resources sector brand, but to also shine a light on the SACOME's significant advocacy efforts. Over a two year period, the multi-channel campaign was promoted OOH on a tram, bus backs and showcase sides, in bus shelters, on digital billboards, including in the Adelaide railway station, and on paid social media (Meta).

In addition to the design strategy, CoLLECT's Creative Director managed the campaign and leveraged data-driven insights to achieve a 60% relative increase in community support, moving the needle from a 48% baseline cummunity support for the sector in 2023 to 77% favourability among the target audience by end of 2025.

Scope | Design Strategy, Copywriting, Production Management, Agency Management, Data Analysis.