There are flawed but persistent arguments by activist groups insisting that AustralianMinerals companies don’t pay their fair share of tax. In addition, these groups argue that most profits from Australian minerals go overseas.

 

While these assertions are untrue, left unchallenged they may be taken by many as having some credibility and factual basis. This, in turn may risk unfavourable, populist policies as Governments seek to increase their own revenue.

 

INDUSTRIAL were briefed by the Minerals Council of Australia to develop a strategy and campaign to tell the true story of Australian Minerals profits and taxes.The challenge was to develop an approach that was clear, credible, relevant and engaging without coming across as boastful.

 

The result was a concept that stretches across all media with the versatility to target national or local audiences.