NRMA ‘Help Our Highway’

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.