Australian Taxation Office - ATO

Porter Novelli Melbourne developed and conducted the communications campaign for the Federal Government’s Superannuation Co-contribution scheme in 2003/04 and subsequent changes in 2004/05. The three-step campaign set out to inform, motivate and then reinforce for eligible taxpayers to consider and contribute to superannuation and gain the benefits of the Co-contribution initiative.

Simple, attractive key messages and supporting visual materials highlighted the benefits to individuals, and motivated target audiences through a media launch, targeted marketing and media relations, a multicultural media campaign, a stakeholder website links program and a workplace information roll-out.

The campaign generated extremely positive media coverage – in particularly commentary -and received excellent support from major industry stakeholders and individual large businesses.

In tandem with the major advertising campaign, the uptake of the Co-contribution was significant with 605,734 individuals making super co-contribution payments totalling $309 million in 2003-04, a figure projected to rise substantially in the coming year.

For more information about this case study, please contact Peter Kent.