The Brief

As Australia’s leading independent political media voice, Crikey typically hold politicians to account through honest, unbiased journalism. With election promises made as easily as they are forgotten, Crikey wanted to ensure the promises made during the Victorian State Election were harder to break. The idea – Set political promises in stone. First, the idea and hashtag #setinstone were launched online. After assessing voter commentary, eight key promises made by both major parties were set in stone and exhibited on the steps of the Victorian State Library. This prominent and prestigious location allowed voters to get up close to these monuments to democracy. With each Crikey branded stone displaying the hashtag #setinstone, voters were able to join a wider conversation. They could also turn to Crikey.com.au and Crikey’s social media channels to follow the campaign and read about the election.

Creative Execution

With the significant time delay between when election promises are made, and when they're broken, Crikey needed something more permanent than pixels or print to ensure they became unforgettable. The campaign began online, with Crikey’s site and social media channels introducing the idea and the hashtag #setinstone. After reviewing voter commentary on which issues were most important, eight key promises were chosen from both major parties to be etched into 20kg stone tablets (limestone for the Liberal Party, granite for Labor). At the beginning of election week, the promises were unveiled on the steps of the prestigious Victorian State Library by Crikey’s founder Stephen Mayne. Featuring the hashtag #setinstone, they remained on display until election day fuelling opinion and online debate. On election day itself, a last minute tip off was received as to where election frontrunner Daniel Andrews would be casting his vote. The promises were quickly moved to the polls, confronting him with his party’s commitments as he headed into the voting hall.

Describe the creative solution to the brief/objective.

Crikey’s mantra of ‘independent media, independent minds’ is something they stand by. It defines their actions and dictates their style of direct, unbiased journalism. Crikey were targeting all Victorian voters with this campaign, as they believe we all have the right to expect the promises made during an election will be kept. This meant that Crikey were targeting people beyond their traditional readership base.

Results

Receiving major metro news coverage and generating Crikey’s most engaging Twitter content to date, ‘Set in Stone’ ensured Crikey’s presence was felt during the cluttered media landscape of the election. The promises now stand as an enduring reminder of the importance of independent media and the power we have as democratic citizens to hold our governments to account. With Daniel Andrews going on to win the election, their existence will ensure that the promises his party made will be less likely to be broken. The numbers: - Twitter engagement up 148%. - Trial subscriptions up 176%. - $3,400 of earned broadcast media generated for every campaign dollar spent.