Australian Solar Council adopts mining industry tactics  

In 2012, having made a fortune on the back of the Australian resources boom, the mining industry was facing a disruptive Labor government intent of generating revenue through taxation reform. They cried foul, they explained that a mining tax would hurt their competitiveness and Australia would lose jobs and investment.

Only when the “This is our story” (see above) series of ads started running on television did the mining industry have a human face. This wasn’t a heartless corporate machine churning out profits and laughing in the face of inadequate taxation, these were real families with stories. It made all the difference and shortly after the mining tax was scrapped. It may have cost the industry a few million but potentially saved them billions.

Now the solar industry is attempting to do something similar.

Funds raised by the Australian Solar Council will be used in a campaign targeting WA before the upcoming Senate elections with the goal of disrupting the government’s rollback of solar subsidies. John Grimes, head of the Australian Solar Council, has earmarked funds and hired Geoff Denman, head writer of the “This is our story” ads to craft a narrative in support of solar. “The mining industry gave us a template for how it’s done,” says John Grimes, “This time, let’s do it for the good guys.”

Denman’s corporate profile with agency Grubstreet suggests as well as working on campaigns for the Mining Super Profits Tax he has also contributed to ads promoting the lame duck Carbon Tax (which is to be shot from the sky as soon as hunting season begins and the Prime Minister has the support from the incoming Senate later this year).

In addition to these political-leaning campaigns, Denman has also handled promotions for Nestle, Hahn Premium Light, Australia Post and (most tellingly) the Labor Party’s successful “Kevin 07” advertising blitz that saw Kevin Rudd swept to office as Prime Minister. He is a multiple award winner having taken home several advertising awards at Cannes Lions, a programme recognising global excellence in advertising.

I’m starting to feel a little sorry for the other guys. Just a little.