Gas pricing isn't an easy sell. It's technical, political, and easy to dismiss as someone else's problem. The challenge for Manufacturing Australia was making the public and policymakers understand that unfair domestic gas prices weren't an abstract economic issue. They were a threat to Australian jobs, supply chains, and industrial independence.

Rethink Everything reframed the issue as a question of national fairness. I came on board as Junior Art Director during the campaign rollout, taking that strategic idea and translating it across OOH executions, digital assets, and production mockups. The work that matters at this stage is consistency and craft: making sure a sharp idea lands just as sharply at every touchpoint, from a billboard to a digital banner.

Working on advocacy and public interest campaigns sits close to why I do this work. When design is in service of something that affects real people, their jobs, their cost of living, their community, the stakes feel right. That clarity of purpose makes for better creative decisions.

The campaign contributed to a significant Federal policy shift. After years of resistance, the Government announced a domestic gas reservation scheme, a direct outcome of changing the national conversation around energy fairness.