Work

Campaigns that changed the outcome.

Selected campaigns led by our partners, and the experience behind them.

Fair Care for Veterans

Launched in April. Won by September.

The problem: A $5,000 cap threatened the care veterans rely on and the clinics that provide it.
What we did: We started on the ground. We launched on ANZAC Day 2026 with two clear asks. Veterans, clinicians and families told their stories and wrote to their MPs. Then we went to Canberra. By then, every office knew the issue.
The result: The Senate voted to scrap the $5,000 cap on veterans' care. The Minister came to the table.

18,000+supporters

6,400+emails sent to MPs

“The $5,000 cap was not fully thought through.”The Government's concession, on the record.

Australians for Prosperity

A tax on unrealised gains. Dropped.

The problem: A government with a big majority planned to tax gains people had not yet made.
What we did: Will co-founded Australians for Prosperity in 2024. The campaign called it the Family Savings Tax, signed up the people it would hit and took the fight into key seats at the 2025 election.
The result: The Government dropped the tax.

65,000+supporters

2mvoters reached in 2025

“No Family Savings Tax.”The line that named the policy.

Childcare Choice

A new shadow ministry, six months from launch.

The problem: Childcare policy was being built around centres. Families who use grandparents, nannies and family day care had no voice.
What we did: We launched a campaign led by working mothers, with one ask: fund parents, not providers. National polling backed it.
The result: A Shadow Minister for Choice in Childcare. Evidence to the parliamentary inquiry. A Daily Telegraph front page.

30+national media appearances

10.5mviews

“Our kids, our call.”The Daily Telegraph, front page.

Ahead

The case for getting ahead, made to Australians under 45.

The problem: The case for lower taxes and less regulation was made on the business pages. It did not reach the people who decide elections.
What we did: We founded Ahead in 2026. It makes the economic case every day, in plain language, where younger Australians spend their time.
The result: Live and growing. Results to follow.

“You did everything right. You're going backwards.”The Ahead campaign.

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The experience behind the firm.

Elections and government

State and federal election campaigns. Senior campaign and media roles at party headquarters. Advisers to ministers in the NSW and Australian governments.

Government

Helping departments and agencies consult the public and communicate policy so it is understood and accepted.

Crisis communications

Senior counsel to companies, industry bodies and ministers' offices under media and political pressure.

Bids, tenders and corporate campaigns

Competitive bids and tenders, including a winning bid for a national sporting licence. National media campaigns for companies.