NSW Government

My Australia

Shifting the sentiment towards Australia Day with a research and listening based narrative, reflective of Australia today.

The Challenge

Shifting sentiment around Australia Day

The topic of changing the date of Australia Day has become a social movement of its own, with growing awareness and understanding around the history and impact. As the country neared another Australia Day, how could we thoughtfully unite Australians to celebrate the values in a respectful and reflective way?

Our Solution

A modern and inclusive celebration of Australia 

‘My Australia’ indirectly addressed the growing tension and dwindling public sentiment towards ‘Australia Day’ with a more progressive narrative. A 13 part docu-series published over a two week period, not one day, explored a diverse and inclusive look into modern Australia achieved 93% positive sentiment from a reached audience of over 1.2M.


  • Content Production
  • Social PR Stunts
  • Performance Marketing
  • Campaigns & Advertising
  • Communications Strategy
  • Social Media Strategy