Australian mortgage brokerage, It’sSimple.com.au, has launched a national advocacy campaign, ‘#StopTheAmbitionTax’, in response to the Federal Government’s proposed changes to Capital Gains Tax. Created by performance and strategic communications agency Campaignifi, the campaign puts everyday Australians at the centre of the debate: the small business owners, side hustlers and young investors the brokerage says stand to feel the changes most.
The campaign went live with a strategic digital out-of-home (DOOH) takeover around Canberra, timed to land as federal politicians and their staff arrived for Parliamentary Sitting week.
Rather than leading with the brand, the creative hands the megaphone to the public. Australians are encouraged to share how the proposed CGT changes would affect their plans, in their own words, using #StopTheAmbitionTax across social media. Selected stories will then be featured across the Canberra DOOH network, turning lived experience into a rolling, public-facing display in the heart of the nation’s political precinct.
“This isn’t about politics, it’s about fairness,” said Joseph Daoud, founder of It’sSimple.com.au. “The Australians who will wear these changes are the ones doing everything right: working hard, taking a risk, putting money aside to build something for their family. Punishing ambition sends exactly the wrong message. We wanted to give those people a platform to be heard, in a place the decision-makers can’t look away from.”
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From 1 July 2027, the Government will replace the 50 per cent CGT discount for individuals, trusts and partnerships with cost base indexation and a 30 per cent minimum tax rate on capital gains. In short, this just means the government wants those who earn capital gains from the sale of investment properties, shares, or their own businesses to pay more tax.
“We always love working with someone who has the ambition and passion that Joey has for helping others,” added Patrick Blacker, founder and CEO of Campaignifi. “After being briefed earlier this week, we asked ourselves one question: how do we create real impact? That’s why we built a campaign around the very people these proposed Capital Gains Tax changes will affect, the small business owners, the side hustlers and the young investors of our country.
“We’re putting their faces and their stories front and centre, exactly where the conversation is happening.”
The DOOH placements rolled out on Sunday 24 May and will run through the Federal Parliamentary sitting week, with the social-to-screen mechanic refreshing the creative as new stories come in. Campaignifi led strategy, creative and media for the campaign, including the programmatic DOOH buy.
How to get involved
Anyone can join the campaign by sharing how the proposed CGT changes would affect them on social media using #StopTheAmbitionTax. Selected contributions may be featured across the Canberra DOOH network throughout the campaign.
