Brief Explanation

Crikey are Australia’s leading independent political media voice. Via their site, Crikey.com.au, they hold politicians to account through direct, unbiased journalism. With politicians making all sorts of promises to win elections, only to break them once in power, Crikey wanted to do more to keep politicians honest during the 2014 Victorian State Election. By doing so, Crikey would remind people of the importance of independent media, and the power all democratic citizens have to hold their governments to account. The idea: Set the political promises from both major parties in stone and exhibit them.

Results and Effectiveness

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.

Creative Execution

The campaign began online, with Crikey’s site and social media channels announcing the idea. After assessing voter commentary on which issues were most important, eight key promises were chosen from both major parties to be etched into stone (limestone for the Liberal Party, granite for Labor). During election week, the promises were unveiled on the steps of the Victorian State Library by Crikey’s founder Stehpen Mayne. Featuring the hashtag #setinstone, the remained on display until election day fuelling opinion and online debate. On election day itself, the media team generated more publicity for the campaign by moving the promises to the polls, confronting election frontrunner (and now Premier) Daniel Andrews.

Insights, Strategy and the Idea

Crikey’s mantra of ‘independent media, independent minds’ is something they stand by. Crikey were targeting all Victorian voters, as they believe we all have the right to expect the promises made during an election will be kept. The need to reach a wide audience determined that digital play a significant role in the campaign. Crikey’s site and social media channels could educate, whilst a hashtag (#setinstone) would allow people to participate. The Victorian State Library was chosen as the location to exhibit the promises because of its symbolism and position. Situated in the heart of Melbourne, it’s one of Victoria’s premier public spaces. Shifting the promises to the polls on election day was a calculated move to garner more media coverage for the campaign.