News Australia has brought back its national Back Australia campaign for a second year, expanding the initiative to focus on local industry, supply chain security and economic resilience.
The campaign, which will run across News Australia’s network and reach more than 16 million Australians, brings together brands and consumers to encourage greater support for Australian businesses and industries.
Partners for this year’s campaign include Harvey Norman, Ampol, Bunnings, Qantas, AAMI, Journey Beyond, Gippsland Critical Minerals and News24.
The renewed campaign comes as research from The Growth Distillery found 85 per cent of Australians want more manufacturing to take place onshore, while 73 per cent are concerned about reliance on overseas suppliers. Meanwhile, 83 per cent want clearer product labelling to help them identify Australian-made products.
News Australia National Advocacy Director John Lehmann said the campaign would build on the first year by encouraging consumers to make more purposeful purchasing decisions while supporting the development of domestic industries.
“One year on, the pressure on Australian households and local businesses has not eased, demanding a far deeper commitment to growing our domestic capabilities and industries,” Lehmann said.
“Back Australia provides a powerful platform where everyday spending choices feel purposeful for consumers, while giving brands an authentic opportunity to actively shape our nation’s economic future.”
The campaign will feature different editorial approaches across News Australia’s publications, with The Daily Telegraph, Herald Sun, The Courier-Mail and The Advertiser focusing on regional manufacturing, local agriculture and community initiatives.
Meanwhile, news.com.au will explore small-to-medium business resilience and offer practical advice on how everyday purchasing decisions can affect the economy, while The Australian will focus on the capability, supply chain and investment issues shaping the country’s future.
The second year builds on results from the campaign’s initial run, which generated more than 19 million content impressions. Independent YouGov research found 86 per cent of audiences exposed to the campaign were willing to redirect up to $100 a week towards Australian businesses.
News Australia chief revenue officer Lou Barrett said the campaign would use the company’s network to highlight how businesses are contributing to local industry and Australia’s economic future.
“In year two, we are building on significant audience momentum by using our network to showcase how leading brands are actively driving local capability and protecting what makes Australia ours,” Barrett said.
“Year one proved that when you give Australians a compelling reason to buy local, they respond in a powerful way and year two deepens that connection between Australian consumers and the businesses backing our future.”
