News Australia has launched ‘Back Australia: It’s Good For All Of Us’, a national campaign to unite consumers and businesses to build a better future for Australia.
Through authentic and compelling storytelling, Back Australia will empower consumers to make informed choices that will support and strengthen the Australian economy while helping businesses realise their full potential and propel the nation’s prosperity.
“At a time of rapid change and uncertainty, the Back Australia campaign will unite businesses with Australians through a shared ambition: building a positive future. For consumers, the campaign will make everyday spending choices feel purposeful and powerful. For brands, it’s an opportunity to be part of the solution,” said News Corp Australasia executive chairman Michael Miller.
“At News it is our mission to highlight to our vast audience that when you choose Australian, you’re backing our people, our companies, our stories and our future. It’s undeniably ours. And it’s good for all of us.”
The initiative will feature three key content pillars, ‘consumer guidance’, which involves practical advice on how everyday spending choices support Australian jobs, sustainability and economic resilience, ‘community impact’, compelling stories that demonstrate how businesses are making a difference in the community, and ‘expert insights’ which entails analysis from industry leaders and policymakers on strengthening Australian manufacturing, addressing global competition, and driving policy reforms.
Back Australia has secured support from Harvey Norman, Australian Made Campaign, Westpac, Bunnings, Coles, TechnologyOne, REA Group, Cadbury, R.M.Williams, Qantas, Vodafone and BHP.
The campaign will roll out in two stages until April 2026 and through News Australia’s reach, will engage more than 18.8 million Australians, with research from Roy Morgan showing 12.8 million are already primed to Back Australia.
“We know there’s a genuine desire among Aussies to support local business, but they face real barriers around availability, affordability, and clarity about what constitutes Australian support,” commented News Australia client partnerships managing director Lou Barrett.
“We’re giving our client partners an authentic way to help bridge that gap and connect with that sentiment. Our network gives us unmatched reach and credibility to deliver meaningful connections between brands and millions of engaged Australians. This is national pride in action, informed by deep audience insight, and designed to drive genuine impact.”
The campaign will run across brands including The Australian, news.com.au, The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser, The Mercury, NT News, Cairns Post, Gold Coast Bulletin, Toowoomba Chronicle, Townsville Bulletin and Geelong Advertiser, as well as lifestyle titles including Taste.com.au, Escape and Body+Soul.
Also supporting the initiative is the Seven Network, with editorial coverage featured across its flagship programs Sunrise and 7NEWS.
Back Australia is supported by a comprehensive Marketing and PR campaign to create a movement that celebrates all things Australian and inspires action.
