A powerful new phase of the ‘Raise the Age NSW’ campaign has launched, driven by an unprecedented collaboration between community leaders, frontline organisations and advertising industry partners, showcasing how collective action and creative storytelling can drive meaningful social change.
In partnership with Tag, Carat, Fiftyfive5 and UnLtd, the new campaign for Raise the Age NSW brings together more than 20 organisations and industry leaders to deliver a compelling message to the NSW Government: there is a better way to create safer communities and better outcomes for children.
At the heart of the campaign is a series of impactful videos featuring community leaders and frontline voices, including Rev. Bill Crews; representatives from the Aboriginal Legal Service NSW and Just Reinvest NSW; and CEOs from St Vincent de Paul Society NSW and Youth Off The Streets. Together, they call on the Government to raise the age of criminal responsibility to at least 14 and invest in community-led support services.
This latest phase builds on last year’s mass awareness campaign led by Tag, Carat and Fiftyfive5, which focused on raising public awareness that in NSW ten-year-olds can be sent to prison.
Backed by more than $5.2 million in donated media, the campaign delivered significant impact – doubling awareness of the issue, changing hearts and minds of the public in support of raising the age of criminal responsibility and motivating people to talk about the issue with others. The campaign prompted more than one third of those reached to take action – demonstrating the powerful role of strategic communications in shifting both perception and public engagement.
“The scale of collaboration behind this campaign is something those of us working on social justice issues don’t often see. It shows what’s possible when creative and media organisations align behind a common purpose – to deliver a message that is both emotionally powerful and grounded in evidence,” said Emily Mayo, Raise the Age NSW Campaign coordinator.
“In NSW, ten-year-olds can be sent to prison. That is too young. The evidence is clear: the younger a child is when they enter the criminal justice system, the more likely they are to remain in it. This campaign demonstrates that we can – and must – do better. We just need the NSW Government and Chris Minns to step up and do their bit.”
The civil society coalition campaign, spearheaded by Justice & Equity Centre, launches as the NSW Select Committee on Youth Justice begins its first hearings for the Youth Justice Inquiry, a perfect time to call on the Parliament, Government and Premier be guided by evidence to do better for children and communities.
“By combining these community leaders with best-in-class creative execution, the campaign aims to challenge outdated narratives and present a more effective, community-driven approach – one that prioritises prevention, support and long-term safety. It’s been an honour to work on this campaign and to be able to give these incredible organisations and leaders a voice – to show there is a better way,” said Elena Fullerton, chief client officer JAPAC at Tag.
Last year’ campaign was discussed at the 2025 Bail Out.
This year, B&T’s very own Oliver Cerovic will be partaking in the initiative.
