“From rev-head to renewables”: JIMJAM Ideas and SEC Newgate help celebrate ‘Climate Action Paying Off’ in new community campaign

The Investor Group on Climate Change envisioned a community campaign to highlight the job and economic benefits of the clean energy transition, while encouraging the Australian Parliament to adopt an ambitious 2035 emissions reduction target.

Not with the sole goal of saving the planet (albeit, important) but rather for the purpose of making Australia and Australians wealthy while creating hundreds of thousands of jobs along the way. In short, their aim was to increase community awareness of the financial and economic advantages of climate action.

Campaign strategists, SEC Newgate, forged a partnership with creative house, JimJam Ideas, and media specialists, Enrichd Group, to bring this premise to life through ‘Climate Action Pays Off,’ a series of five stories featuring the most unlikely of climate action advocates.

SEC Newgate, JimJam Ideas and Enrichd Group set about finding a group of ex-coal miners, engineers, V8 manufacturers and fifth generation farmers who’d successfully transitioned their home-grown skills and ingenuity into revolutionising their industry with renewable energy and clean technology.

These colourful characters from communities across the country are living proof that adapting to this evolving world doesn’t mean having to lose your livelihoods or prospects along the way – in fact it means you could be much better off.

One ex Holden worker Chris proudly made the move from ‘rev-head to renewables’ while later claiming – ‘I still love the smell of petrol, I just love the smell of success more.’

Each story was shot in an authentic documentary style, with workers communicating exactly how ‘climate action pays off,’ showing the community that threats are now opportunities and climate action is the way forward.

JIM JAM’s creative consisted of over 180 outputs – a raft of 90”, 30”, 15” and 6” video and static content pieces, beautifully crafted by production team, Rob Shreiber, Paul Carpenter and Tom Donohoe. The long form videos were created to cut through the digital noise and deeply engage in the personal story.

Enrichd Group’s clever paid media activation adopted a strategic, audience-led approach to ensure the campaign reached key markets via carefully selected digital and social placements.

SEC Newgate oversaw all aspects of campaign delivery from inception, with responsibility for research, strategy, message development and campaign execution.

Erwin Jackson, Managing Director, Policy, Investor Group on Climate Change: “Climate Action Pays Off shows how new companies are stepping up to provide jobs for local workers while building businesses that are fast becoming the clean energy powerhouses of tomorrow. It takes a talented team to make a campaign like this sing and we had the right combination of skills in SEC Newgate, JIM JAM Ideas and Enrichd Group.

Charlie Cook ECD JimJam ideas: “What an honour and a pleasure to be involved in such a groundbreaking campaign, tackling the ‘climate action’ transition from such a different angle, through the eyes of smart, down to earth Aussies who are making practical change that’ll undoubtedly see Australia prosper into the future.”

Kate Fagan, Campaign Lead, SEC Newgate: “We knew from early on we wanted great Australian stories to form the backbone of the campaign. JIM JAM Ideas was the perfect partner to bring these stories to life in beauty and colour. Similarly, Enrichd Group has worked hand in glove on media placements to ensure these important stories reach Australians right across the country.”

Client: Investor Group on Climate Change

Campaign Strategists: SEC Newgate
Campaign Lead: Kate Fagan
Strategic Adviser: Clint McGilvray
Research Lead: Ben Oxenham
Media Engagement: Angus Kelleher and Oscar Dean
Digital Strategy: Simon Masterton
Creative Adviser: Simon Tapson

Creative Agency: JimJam Ideas
Executive Creative Director: Charlie Cook
Director/Producer: Rob Shreiber
DOP: Simon Hammond
2ND DOP: Dave Gregan
Production assistant: Tom Donohoe
Art Director: Paul Carpenter
Strategy: Tony Gordon

Media Agency: Enrichd Group
Group Director: Alana Fechner
Digital Marketing Manager: David Chidiac
Digital Executive: Ashneel Sami

IGCC
Managing Director, Policy: Erwin Jackson
Senior Manager, Advocacy: Michael Bones
Director of Media and Communications: Fergus Pitt
Policy Manager: Bethany Richards