Challenge

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The Queensland Energy and Jobs Plan (QEJP) is crucial for securing the state's economic future, but public perception remains a challenge. Despite prior campaigns, 72% of Queenslanders knew little about the plan, with understanding skewed towards environmental benefits and doubts about the economic viability of renewable energy.

Solution

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The creative drew attention to The Plan, demonstrating how it directly addresses crucial economic opportunities. Our film began by literally entering The Plan itself, making clear that inaction would see Queensland fall behind. At the same time, we highlighted tangible economic benefits for every Queenslander: keeping businesses competitive, lowering energy costs, and attracting investment.