Australian Greens: 2010 Federal Election

The Challenge

The 2010 election was a key moment for the Australian Greens. Growing discontent with the two big parties saw the Greens emerge as a strong alternative for disenfranchised voters, however, a number of their policies remained largely misunderstood. The key challenge was to present the Australian Greens as a credible and attractive option for disenfranchised ‘swing’ voters, while maintaining the trust and support of their core followers.

Strategic Insights

A strong media presence was identified as key to promoting the Greens policies, the media schedule also needed to be flexible in order to take advantage of key changes on the ground as the election approached. Additionally, a strong burst of activity around the election was critical to ensure top-of-mind awareness.

What We Did

Recognising that we wouldn’t be able to compete on TV with ALP’s and The Coalition’s limitless coffers on TV, the campaign focused on online and outdoor – two mass reach mediums traditionally little used by political parties – in order to ensure message cut-through and impact.

What Happened

The August 2010 federal election saw the Greens received a four percent swing and finish with 13 percent of the vote in the Senate as well as a seat in each of the six states at the election. It also granted the Greens the balance of power in the Senate, giving the party a crucial role in Australian policy making. These achievements were momentous; a first for any minor Australian party.