Say Yes Australia has enlisted actors Cate Blanchett and Michael Caton to front an ad campaign that aims to kick start a debate about the proposed carbon tax.
The lobby group is an alliance of nine non-governmental organisations including Greenpeace, Get Up and the World Wildlife Fund. The campaign will run across television, print and digital, and was developed by sustainability agency Republic of Everyone.
The activity aims to educate Australians on the social and economic benefits of a price on carbon pollution.
Greenpeace head of communications Dae Levine told AdNews the campaign is designed to bring a level of positivity to public discourse, which she said at the moment is "base and politicised".
Levine said: "The Say Yes campaign is a campaign about the possibilities about what can be done and not what can't. We want to bring back the public discourse to where it once was, to a sense of optimism with what the government can do.
"It's a campaign that has a heavy bent on public engagement. We're going after a different audience to what we've reached before, it can't just be grassroots, we need to reach the people who haven't been paying attention. So, by leveraging the power of Cate and Michael, we hope will reach those audiences."
"We chose not to make a political ad, but an ad that will speak to people. With a creative approach, we're able to get the message across and engage people in the debate."
"The current carbon debate is clouded by vested interests, misinformation and negativity. We've worked with Republic of Everyone to develop a clear, positive and pragmatic voice around this key sustainability issue."
Republic of Everyone partner Ben Peacock said: "Working alongside a coalition of key sustainability focused organisations on this issue was a unique opportunity and challenge. We hope this campaign will connect emotionally with Australians and advance sensible and educated public debate around the economic and social benefits of a price on carbon."
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