LinkedIn launched a campaign across Sydney on TikTok via creative agency Jack Nimble, designed to help Australian professionals reframe Tall Poppy Syndrome and grow tall in their careers.
LinkedIn took to the streets of Sydney’s Barangaroo with a real-life Tall Poppy, who delivered real poppy flowers. The stunt served as an ice-breaker to start important conversations around overcoming Australia’s awkward relationship with success.
The on-street activation is also supported by a partnership with TikTok creator Sam Despo. Despo, who runs a marketing agency in Australia, has kicked off an ‘I’ll Start’ challenge encouraging Australians to share their experiences with #TallPoppySyndrome and advice for rising above it.
“Tall Poppy Syndrome is very prevalent in the advertising industry. I’ve definitely felt its presence personally - it’s held me back from expressing myself and sharing my wins professionally. So this was a really interesting campaign to work on with LinkedIn," Jack Nimble ECD Adam Wise said.
“One thing that I really noticed while working on this – be it internally with my team or hitting the streets to speak to professionals – was that younger generations, especially Gen Z, are leading the charge towards squashing Tall Poppy Syndrome. They’re championing a more supportive and celebratory professional culture – and I’m here for it!”
LinkedIn has partnered with other creators, including Fiona Wang, PreLuv, Level:Asian and Milly Rose Bannister and more to share their stories by stitching Sam’s video, and is encouraging the TikTok community to do the same.
Tall Poppy Syndrome refers to the uniquely Australian phenomenon of ‘cutting down’ those perceived as successful.
LeadershipHQ CEO and founder Sonia McDonald said Tall Poppy Syndrome is in our offices, in our communities, and even in the mirror sometimes.
"The best way to combat it is to start by celebrating success. We need to change the narrative from competitive to collaboration, from envy to encouragement," she said.
"And it needs to start at the top. It becomes a problem when it deters us from sharing our ideas and celebrating our wins. This not only limits personal professional growth, but also the ability of Australia as a whole to innovate and think big.
“After hitting the streets, one thing I definitely noticed is that Gen Z seems to be less inflicted by Tall Poppy Syndrome. They seem to be more supportive of their peers and more likely to celebrate their own successes. This brings me plenty of hope for finally squashing Tall Poppy Syndrome in Australia because this generation are our future, and in some cases, current leaders."
LinkedIn Australia’s Top Voices network has also put their weight behind the conversation on Tall Poppy Syndrome, sharing their own experiences and advice on overcoming it.
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