Maurice Blackburn gives social justice a ‘fair go’ in newly launched campaign via One Green Bean

For nearly 100 years, Maurice Blackburn has tenaciously fought for the rights of everyday Australians. However, few people outside of the legal fraternity know about the groundbreaking work they do. This week, One Green Bean is shining a spotlight on the firm’s commitment to social justice and the ‘Fight for Fair’ – with a brand-led campaign designed to educate Australians on the importance of social justice for all.

Entitled ‘Your Right is My Right’, the campaign cuts through the competition and compensation clutter, to give people who have never experienced social injustice the opportunity to learn of its imperative for a fair and just society, through the stories of people it has affected most.

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The campaign launches with a 105 second film featuring real people, real events and real opinions, and is narrated by TV and stage actor, Michael Caton – known for standing up for the ‘little guy’ in his role as the infamous Darryl Kerrigan from The Castle.

Says Carl Ratcliff, CEO, One Green Bean: “We are privileged to be working with Maurice Blackburn, an inspiring organisation with a plethora of emotionally charged and true to life stories to tell.

“Upon interrogating the brief we found that perhaps remarkably, the importance of social justice is misunderstood by the majority of Australians. We decided to approach it in a completely new way for the category, with Earned Media at its heart.

“There really is no more powerful way to demonstrate the importance of social justice than by getting people to share their own stories. In this way, through a real life lens, we hope to have humanised these issues and its impact on us all.”

Originally intended for a digital audience, the earned concept was later chosen to run above the line and will air on Channel 7, 9 and 10 from Monday, 12 September. The media activity will have a focus on Victoria and Queensland, where Maurice Blackburn has an increased presence.

Says Rebecca Hanlan, national brand and social media manager at Maurice Blackburn: “Our ambition is to be champions of a fair and better society. We want to be known as leaders of social justice and hope that this campaign actively encourages Australians, who share our spirit, to support justice for all.”

Agency: One Green Bean

Audio and Music: Sonar