NRMA ‘Help Our Highway’
A statewide advocacy campaign for NRMA Insurance and News Corp Australia, turning one of Queensland’s most urgent road-safety issues into a powerful public conversation.
- Role
- Creative Direction / Art Direction
- Year
- 2024
- Disciplines
- Campaign · Content · Brand
The Campaign
Help Our Highway was a major advocacy partnership between NRMA Insurance and News Corp Australia focused on the safety and condition of Queensland’s 1,670km Bruce Highway.
The campaign transformed road-safety data, community experiences and NRMA insights into a coordinated editorial and creative platform spanning print, digital, social and branded content.
The work was designed to do more than generate awareness. It put the condition of the Bruce Highway into the public conversation and created a platform for Queensland motorists to demand action.
Working within News Corp’s commercial creative team, I provided creative and art direction across the partnership, helping translate the campaign platform into high-impact executions across News Corp’s publishing ecosystem.
Built Across the News Ecosystem
The campaign extended across The Courier-Mail, The Sunday Mail and News Corp’s Queensland regional network, combining high-impact advertising with editorial storytelling and social amplification.
- Cover wraps, newspaper advertising and the Open Letter to Queenslanders
- Digital
- High-impact display, digital takeovers and branded content
- Editorial
- Statewide reporting, road-safety stories and community voices
- Social
- Campaign amplification across News Corp’s social channels
Impact
68.2M
Media impressions
In week one
+13pts
Ad awareness
+7pts
Brand preference
+3pts
Purchase intent
79% of Queenslanders surveyed considered the campaign relevant to local needs, while 78% reported feeling positively towards NRMA Insurance.
Campaign results reported by ThinkNewsBrands / Kantar.
Recognition
Gold
Cairns Crocodiles Awards
Print & Publishing, 2025
Creative that moved beyond advertising into advocacy — using the combined reach of NRMA Insurance and News Corp to make road safety a highly visible public issue.