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Gosford Quarries Celebrate 100 Years

Gosford Quarries celebrate 100 years

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Celebrating 100 years is no small feat and a milestone only a handful of Australian businesses can claim. Naturally, our Primary Create team were thrilled to help Gosford Quarries mark this major occasion. Tasked with the creation of a celebratory feature film and coffee table book, the team immersed themselves in all things sandstone and how this successful business carved out their slice of the Australian market.

Being 100 years young, there was a lot to uncover. Over the years, Gosford Quarries has shaped the Sydney landscape. Through a series of interviews with key staff, architects and builders, our team documented the restoration of the QVB, the Sydney Town Hall as well as the spires of St Mary’s Cathedral.

While Gosford Quarries has undoubtedly brought the Sydney CBD to life, they have also been instrumental in many civil and historic buildings around Australia, including the Parliament of Victoria and The Australian War Memorial in Canberra. Our team was able to capture these remarkable stories through beautiful imagery and film.

A key theme in Gosford Quarries’ success has been their investment in technology that has resulted not only in the ability to process stone in smarter and more efficient ways, but to also utilise stone that would have been previously discarded.

200 George Street is one such case study, where new processes and technologies allowed the team to extract stone (that would have previously been unusable) from a building site, to then be processed as cladding and artwork within the newly constructed building. This is a favourite project for Gosford Quarries Director Sid Sarkis: “200 George Street is my favourite project because we were involved in the extraction of the stone from the site to the final building and creating the wonderful mural. I feel proud to have been involved in such a wonderful project.”

Congratulations Gosford Quarries on reaching 100 years and thank you for entrusting our team to capture this special milestone, which will be celebrated at a special launch this year!

Royal Life Saving

Royal Life Saving NSW Summer Safety Campaign

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As Australia broached another scorching summer, Royal Life Saving NSW (RLSNSW) and Primary Comms Group teamed up to deliver a brilliant campaign aimed at mitigating the number of lives lost to water related deaths.

The National Drowning Report 2022 revealed a shocking increase in the number of drowning deaths across NSW. Overall, NSW experienced a 34 per cent increase in drowning fatalities and injury from 2021/22 and a 67 per cent increase on the 10-year average.

Our team was engaged to support RLSNSW as part of its commitment to working with communities and governments to reverse this trajectory. Featuring real people, places & pastimes and delivered by our ambassador Matt Shirvington, the Summer Safety campaign developed by Primary Create was authentically Australian, representing our culturally diverse communities, varied aquatic environments and unique ‘water centric’ lifestyle.

The takeaway was simple – Enjoying the water is an Australian way of life… a water way of life.

Safety of course remained a key component of the campaign, underpinned with four simple tips and call-to-actions to keep each other safe in and around the water:

  • Know your limits and avoid taking risks
  • Check the conditions before you head out
  • Wear a lifejacket when on the water
  • Supervise children at all times

The final campaign assets included a series of films, social clips & tiles, posters & flyers all made available in 7 different languages (See Assets).

The campaign was launched in November, with Primary Communication engaging key MPs in a Parliamentary Friends event to adopt the summer safety campaign in their electorates. The government key messages were integrated with the campaign creative, providing further content to support media.

During the campaign period November 2022 to April 2023. Primary achieved:

  • Over 150 pieces of earned media across radio, online, broadcast and social media
  • Generated 324 pieces of coverage
  • 36 social media posts from key government stakeholders, including 23 Members of Parliament encouraging water safety to their constituents.

Integrating creative, media and government relations activity, we ensured that campaign and strategic messaging were aligned across all activities and audiences, driving positive outcomes for RLSNSW and most importantly our community.

RLSNSW are a team of passionate, proactive and knowledgeable individuals who we feel privileged to support in the development & implementation of their Summer Safety campaign, working towards their vision of a nation free from drownings.

The Battler for Parramatta

The Battle for Parramatta: “Underdog” Katie Mullens takes on Lord Mayor Donna Davis in key seat

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Lee has held his spot comfortably since, and is the first Liberal to be re-elected in Parramatta in its single-seat history. Lee has held a number of low-profile portfolios in the Berejiklian and Perrottet Governments, and is currently Minister for Corrections.

Lee announced he would not be recontesting Parramatta last year.

A significant boundary redistribution means Parramatta is almost entirely contained within the City of Parramatta local government area. The electorate gains Silverwater, Newington, Wentworth Point and Sydney Olympic Park, Clyde and Westmead, while losing the Liberal-leaning suburbs of Oatlands, Carlingford, Telopea and Dundas Valley to the neighbouring seat of Epping.

This brings the Liberal margin down from 10.6% to 6.5%

The retiring member enjoyed a strong personal vote. Partly because he was the first person with Chinese heritage to be elected to the Lower House in an electorate where more than one in five residents have Chinese ancestry. Losing a popular member may cut into the narrow Liberal margin.

Labor’s candidate is the Lord Mayor of Parramatta City Council is Donna Davis who was elected to council in 2017 and has been Lord Mayor since January 2022.

Davis has lived and worked in Parramatta for decades, in the public sector and as a staffer to Federal and State parliamentarians. Significantly, Labor leader Chris Minns announced her candidacy alongside a big ticket commitment to build a new high school in Melrose Park.

Her high profile may be why Geoff Lee’s Liberal replacement in Parramatta, local lawyer Katie Mullens, is claiming underdog status. Originally from the small town of Bellbrook, near Kempsey, Mullens moved to Parramatta to study law at Western Sydney University, and has practiced law in locally for the past 15 years.

Mullens says her work as a lawyer is not dissimilar to that of a local member, in that she listens to people’s problems and helps them find a solution. If elected, Ms Mullens says her focus will be on improving the cost of living and helping small businesses.

Other candidates in the running include Ben Hammond (Greens), Rohan Laxmanalal (Animal Justice Party) and Mritunjay Singh (Pauline Hanson’s One Nation).

Election

All eyes on the Upper Hunter: Labor looks to break the Nationals stronghold in key seat

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Since the abolition of proportional representation in 1927, Labor has never held the Upper Hunter electorate, with the Nationals holding the seat uninterrupted for 92 years.

The Nationals’ Dave Layzell won the 2021 Upper Hunter byelection with an increased 5.8-point margin and was the first time in more than a decade that a government had a swing towards them in a by-election.

This election, however, the electoral redistribution has moved the seat into Labor-leaning areas, gaining Branxton and parts of Maitland and Cessnock. The new boundaries have reduced the Nationals’ margin to a mere 0.5 per cent, making it the third most marginal seat in New South Wales.

As of today, there are four candidates running in the Upper Hunter.

Sitting MP Dave Layzell is confident he can retain his seat. A former construction manager, Layzell lives in Clarence Town with his wife and four daughters. Mr Layzell made headlines in November after threatening to cross the floor and vote against the Coalition if it did not back moves to allow Port of Newcastle to build a container terminal[1].

Labor’s Peree Watson, a lifelong Upper Hunter resident, lives in Branxton with her husband and three children. Peree has worked in accounting, hospitality, management and journalism before moving to the not-for-profit sector.

Ms Watson believes that the coal industry and its role in the region will not be the dominant issue this election, stating “If we’re going to be making an impact and changing people’s lives in the Upper Hunter, we need to be talking about more than just coal.”[2]

Peree Watson will be focusing her campaign on equitable access to services in the Upper Hunter, including healthcare, education, employment and better infrastructure in electorate. Ms Watson has claimed that if Labor wins the Upper Hunter this election, they will form Government.

The 0.7 swing against the Greens in 2021 has not deterred retired science teacher and Greens Upper Hunter candidate Tony Lonergan from running on an anti-coal platform this year, claiming that the coal industry has “expanded unchecked, completely altering the landscape, polluting the air and fundamentally changing the social balance of the Upper Hunter”.

Independent Archie Lea is running again, after scoring 135 votes in the 2021 by-election. He is keeping a low profile, and does not appear to have a social media presence.

 

Following a pact with the Shooters, Fishers and Farmers (SFF) Party to not compete with each other, Pauline Hanson’s One Nation will not run a candidate in the Upper Hunter this year, however, with only 40 days until the election, the SFF is yet to announce a candidate in the electorate.

[1] https://www.smh.com.au/national/nsw/government-mps-could-cross-floor-over-controversial-port-penalties-20221010-p5bomv.html

[2] https://www.newcastleherald.com.au/story/8036636/labor-targets-upper-hunter-as-key-marginal-seat/

Article by Jackie Lloyd, Government Relations Associate at Primary Communication

Council Rivals Face Off

Council rivals face off in Drummoyne as polling goes south for the Coalition

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Long-serving Liberal staffer and current deputy mayor Stephanie Di Pasqua won preselection for the Liberals almost two weeks ago, while Julia Little is the endorsed Labor candidate. Coincidentally, yet another councillor and former deputy mayor, Charles Jago, is the Green candidate.

The seat is currently held by Liberal-turned-independent MP John Sidoti, who was forced to the crossbench after an Independent Commission Against Corruption investigation found he had acted corruptly in pressuring local government about a development in which his family held an interest.

Labor had held the seat since 1962 until Sidoti won it from Angela D’Amore in 2011. Sidoti is not expected to contest.

At the last election, Sidoti defended an 18.8 percent margin to retain Drummoyne with a 15 percent buffer. Following a redistribution of boundaries, that margin is estimated to be 13.6 percent.

Charles Jago contested the last state election and ran for Reid in the Federal poll but achieved less than 10 percent of the primary vote in both.

It is said all politics is local – and Drummoyne should show as much.

Over-development is one likely issue in an area where public transport is struggling to keep up with residential growth.

The Sydney West Metro project is already under construction to connect Parramatta to Sydney’s CBD. The 24 km, nine station line is not expected to be completed until 2030. Even though it will run underground, the potential for above-the-ground development in suburbs like Five Dock and nearby Burwood North creates a potential issue.

Education, transport and health are expected to be other key issues. The electorate only has one public high school. Breakfast Point in the electorate’s north, one of the city’s largest urban renewal projects, has difficult public transport access. Health is another perennial hot topic and it’s barely a year since the Perrottet Government opened a new $341 million tower at Concord Hospital.

Stephanie Di Pasqua worked in John Sidoti’s electorate office for five years. While her connection to the sitting MP is something media are saying she is keen to downplay, Sidoti’s likely removal of himself from the contest may reduce the ICAC finding’s potency as an issue.

Article by Craig Regan, Senior Account Director at Primary Communication

Heathcote in countdown to NSW poll

Spotlight on Heathcote in countdown to NSW poll

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Primary Communication is running the rule over key New South Wales seats in the lead up towards polling day. But first, some context to set the scene.

A number of key themes are emerging as New South Wales moves inexorably towards its March 25 election, and some of them are reading like a re-run of the Federal poll.

Gender balance (or a lack thereof), pre-selection delays (especially on the government side where 36 seats lacked a candidate a week ago), and the general malaise of eroding support for major parties, are stand outs.

A cashless gaming card (on the government side), tolls and housing affordability (from Labor) were the first substantial issues to emerge from the post-Christmas policy phony war.

Although the Coalition won the 2019 election with 48 seats to Labor’s 36, redistributions and a process of attrition have left Premier Dominic Perrottet in charge of a minority government.

On paper, Labor needs a daunting 6.2 percent swing (or nine seats) to win a majority, but a Chris Minns government with crossbench support is a strong possibility if it picks up just five seats.

There are nine crossbenchers in the current Parliament. That statistic, and the likely continuing slide in major party support, makes the concept of a universal swing irrelevant.

Changes brought about by the 2020-21 electoral redistribution makes Coalition-held Heathcote one of the most fascinating contests.

The seat runs from Kirrawee in the Sutherland Shire to Bulli at the base of the Illawarra Escarpment. It votes strongly Liberal in the north and consistently Labor in the south.

Onetime chef and gourmet food distribution company owner Lee Evans has held Heathcote since 2011, and won again in 2019 with a five percent margin. Boundary shifts have made his seat notionally Labor with a 1.7 percent majority, and he has lost supportive booths in the Shire.

His Labor opponent, Maryanne Stuart, is a former political staffer who is a long-time Australian Council of Trade Unions (ACTU) campaign organiser. Like Evans, she has strong local ties. She managed a 2.1 percent swing after first preferences at the last election.

Evans has been campaigning on an upgrade to Shellharbour Hospital, improvements to Heathcote Road and support for local sport. Expect Labor to throw everything at Heathcote and to target cost-of-living issues.

The Green candidate is Bundeena resident Cooper Riach who at 22 years of age is green in all senses of the word. His party went backwards by 0.3 percent at the last poll – but that statistic is academic if neither major party wins an absolute majority.

Article by Craig Regan, Senior Account Director at Primary Communication

Rebrand of DDLS to Lumify Group

Primary Communication plays key role in rebrand of DDLS to Lumify Group

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Primary Communication has been working with DDLS since 2019 and played a key role in both the internal launch and the official public launch to all stakeholders.

Over the past 30 years, DDLS has significantly expanded its services into new industries and regions. This includes the launch of an online learning business, The Australian Institute of ICT (AIICT); the recent acquisitions of Auldhouse, New Zealand’s largest ICT training provider, and Nexacu, Australia’s leading provider of Microsoft end-user training; the opening of a DDLS Philippines campus; and the growth of its business consultancy arm, DDLS People. This has resulted in several separate business divisions that will now be consolidated under one roof, Lumify Group.

The new structure will operate with Lumify Group as the overarching brand and incorporates the introduction of Lumify Learn, Lumify Work, and Lumify People. DDLS Australia, DDLS Philippines, and Auldhouse will now be known collectively as Lumify Work; DDLS People will now be known as Lumify People, and Lumify Learn will be launched in the new year as its all-new ICT Consumer training arm, incorporating AIICT.

The new name “Lumify” means to illuminate, reflecting the company’s belief in th power of learning and its ability to enlighten and transform.

For more information, please watch the Lumify Group Video and visit the website at www.lumifygroup.com

 

Primary Celebrates Two Pria Golden Target Awards

Primary celebrates two PRIA Golden Target awards

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In the past two years, Primary has been awarded seven prestigious Golden Target Awards.

The two 2022 awards are:

GOLD in the Public Affairs and Advocacy Campaign category; and

SILVER in the Research / Data-Driven Campaign category.

Primary was also a finalist in four other submissions including:

  • Digital, Social and/or Content campaign
  • Government Sponsored campaign
  • Crisis and Issues management
  • Public Affairs and Advocacy campaign

Primary Comms Group CEO, Chris Hall, said “We are very grateful to work with outstanding clients. We repay their trust by developing great campaigns and this year we were very grateful to receive two Golden Target awards for the Equaliser campaign for Football Australia.”

Football Australia approached Primary in the lead up to the Federal Election to help obtain election commitments that would advance the game. We needed a creative way to cut through the election noise.

Football Australia’s objective is to deliver 50/50 participation parity by 2027.  With the Women’s World Cup being held in Australia and New Zealand in 2023 they were already expecting a 400,000 plus surge in female participation.

The problem is only 35% of facilities are female friendly.

The problem became the opportunity.

Primary conceived and implemented the Equaliser campaign to specifically target election commitments which would deliver an equaliser for female footballers via facility upgrades.

Our strategy was to take this well-known football term and use it to draw attention to the need for investment in Female Friendly Facilities.

The goal of the Equaliser campaign is for all football facilities to be equal, promoting equivalent opportunities of access for both males and females.

This overarching strategic thought guided every part of the campaign from the creative, tactics and execution.

Underpinning our strategy was a new accreditation system whereby Football Australia would begin   accrediting facilities right across Australia every six months.

Facilities that meet criteria are supplied a digital and physical accreditation badge, to show that they meet the required level. To meet the minimum standard a facility must have cubicle toilets, cubicle changing stations and cubicle showers.

This was communicated to every MP and candidate, so they knew which facilities needed an Equaliser in order to meet accreditation. This provided a deadline and a focus for which facilities they needed to upgrade in their local communities.

The campaign was developed by Primary Communication assisted in creative assets by Primary Create.

We were grateful to be joined on the night of the awards by Football Australia’s Chris Rawlinson who flew in from Brisbane.

Check out the Equaliser campaign website.

Truth is, the abuse never stopped

Truth is, the abuse never stopped

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The report, written by Barnardos Australia in collaboration with the University of Sydney and Urbis, presents findings on the long-term effects of domestic and family violence (DFV) on children, their support needs and help-seeking behaviours.

Children are often the voiceless victims of DFV. The research reveals new evidence and the devastating and long-lasting impact of DFV on children, as told directly from adult victim survivors who experienced DFV in their childhood or youth.

The research survey was conducted from 2 November to 20 December 2021 when participants aged 18 and over submitted a response. Urbis undertook statistical analysis of the data collected.

“Although this report may be a difficult read in parts,3 we hope that readers will be able to glimpse (if only momentarily) the world that these particular DFV victim survivors inhabited as children, and in so doing, clarify their understanding of the critical support needs of children experiencing DFV,” the report said.

Primary was proud to support Barnardos with the launch and has worked to help advocate for policy change that prioritises the voice of the children, often perceived and treated as by standers by the system.

As we gear towards a State election in 2023, there are some issues that surpass politics, and we must as a community and society stand behind and support them.

To read the full report, please click here.

 

Primary raises over $2,000 for STEPtember

Primary raises over $2,000 for STEPtember

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STEPtember not only gave us an opportunity to support a worthy cause, but it was also a fun and inclusive virtual event that helped nudge all those involved into a renewed fitness regime. You set your own goals, but because the daily average was 10,000, there were a lot of steps made throughout the month.

Every 20 hours, an Australian child is diagnosed with cerebral palsy. The Primary team was glad to assist in any way it could by taking on this challenge and raising money to support life-changing research, treatment, and services to help individuals with cerebral palsy live their best lives.

A big thank you to all the friends, colleagues and clients who donated to the cause.