The Business Council of Australia is the country's leading business advocacy group, representing the largest 100 businesses in Australia. Their Member companies have over 1.7 million employees and a combined market capitalisation of over AUD $320 billion. They provide a forum for Australian business leaders to contribute directly to public policy for the benefit of Australia.
PENSO partnered with the BCA to increase advocacy and achieve mass reach and scale by totally changing the way they communicate. PENSO created a content, creative and digital strategy to give the BCA a louder voice.
AWB urgently needed to get a campaign in market to raise awareness of the AWB Harvest Pool and get farmers to contribute their wheat to the pool. Reaching today's farmers was a challenge in itself given the niche and remote audience. For many farmers the pool is often considered a lazy option when selling or storing grain. There was a need to shift farmers perceptions of the Harvest Pool to view the pool as a sophisticated financial instrument.