Agenda C partnered with the global Combat Antisemitism Movement (CAM) to deliver an integrated campaign that elevated national dialogue around rising antisemitism and drove maximum attendance at the landmark Australian Mayors Summit Against Antisemitism on the Gold Coast.
The challenge
The campaign operated in a uniquely sensitive environment. Antisemitism remains a difficult issue for public decision-makers, a challenge compounded by a coordinated counter-campaign discouraging council participation.
Agenda C also navigated:
- Reputation risks for key speakers
- High political sensitivity
- The need for full localisation of materials for an Australian audience
- A completely decentralised contact base of 500+ councils
- Despite these barriers, the objective was clear:
Ensure strong participation and national visibility for a leadership summit confronting rising intolerance.
OUR APPROACH
Agenda C delivered a fully integrated, multi-channel strategy that positioned the summit as a credible, necessary platform for national leadership.
High-level Components Included
Strategic communications
Campaign strategy, narrative development, and message alignment across all channels.
National PR & media outreach
Media relations, opinion pieces, and targeted outreach to news, radio, and online outlets.
Email marketing & stakeholder engagement
Campaign emails, supporter updates, and wrap-around engagement for key stakeholders.
Research-informed messaging
Insights from polling, audience research, and testing to guide language and framing.
Website & digital hub development
Campaign landing pages, resource hubs, and user-friendly digital journeys.
Visual branding & production
Brand identity, design assets, and video content for social and events.
Full event production support
Run sheets, staging, AV coordination, and on-the-day support.
Results
The campaign achieved significant:
- Reach
- Visibility
- Participation
What we delivered
A comprehensive suite of research, media, creative, digital, social media and communication outputs including:
Campaign & Communications
- Total mentions for all media types were 972
- The highest volume of coverage occurred around September 03, the beginning of the summit
- The overall Potential Audience Reach was 18,417,706 over the campaign period
- A centralised website hub integrating registration, resources, and event information
- HubSpot and Cvent integration for seamless attendee experience
Media achieved
Digital & Web
- A centralised website hub integrating registration, resources, and event information
- HubSpot and Cvent integration for seamless attendee experience
Creative & Production
- Complete visual branding system
- Four print resources
- All digital screen assets
- Promotional, opening, political leaders, and highlights videos
- Full event photography and video capture across all sessions
- On-site production support (3 days)
Highlights
A comprehensive suite of creative, digital, and communication outputs including:
- Full event capacity reached
- Unified and culturally aligned brand suite
- High-impact narrative videos that shaped the tone of the summit
- Successfully countered adversarial discourse through research-based messaging
- Established a national conversation about local leadership against intolerance