Share the Pie: clearly communicating welfare inequality
Shining a light on insuficient welfare payments & encouraging a fairer slice of the pie.
A simple yet emphatic brand marque with a sense of urgency.
When you take into account typical household expenses — there’s just no pie left.
Keeping the campaign current by use of social media, illustrating the issues with updated data.
The Newstart payment has increased by an extra 50c a day.
A range of social illustrations were created to illustrate the absurdity of this token increase.
“We set out with the hope of making a hard-to-connect-with welfare issue visually striking and engaging, and Journey is the key reason it has been successful”