Brand / Design / Copy / Web / Project Management / Social Change

GEORGIA STEELE, MONIQUE RYAN MP, ELIZABETH FARRELLY / 2022 - 2023

Supporting community-backed Independents to campaign effectively.

We first began working in the Community Independents movement in 2022 when our Director, Ruby Bisson, served as the Campaign Manager for Climate 200-supported Independent Georgia Steele. Since then, we have maintained strong connections within the values-aligned Independents movement, supporting candidates and incumbents with graphic design, print management, copywriting, and communications consultancy.

The federal seat of Hughes saw a 15% swing, making the safe Liberal seat marginal. Hughes had never seen an Independent gain more than 2% of the first preference vote in history. Over 13,000 people voted 1 for Independent Georgia Steele, after only 6 months of public campaigning. The campaign disrupted voter habits and encouraged a politically disengaged electorate to consider their options outside the party system.

Georgia Steele, Independent Candidate for Hughes, 2022

Weekday was initially engaged by Georgia Steele when she put her name forward as an Independent for her local council election. She needed support in developing a brand and website and wanted to work with a local agency.

After a few initial conversations, it became clear that Weekday Director Ruby Bisson and Georgia Steele shared like-minded values. Following the successful creation of her website, Georgia decided to run in the federal election and asked Ruby to be her Campaign Manager for the seven-month journey.

The seat of Hughes was a safe Liberal seat, held by Craig Kelly for 12 years before he defected to the United Australian Party.

As Campaign Manager, Ruby provided overall leadership to Georgia Steele's campaign, initially working three days a week and then transitioning to a full-time role in the final three months. Weekday supported the campaign with copywriting, design, automated communications, and media booking. Together, with a dedicated and mighty team of volunteers, the campaign achieved remarkable success:

Results

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    Built a Wordpress website, a Campaign Registry on Shopify, a CRM (Zoho), and automated communications that kept our campaign running smoothly.
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    Raised $610,000 in donations, with a median donation of $50, including significant support from Climate 200.
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    Printed and distributed tens of thousands of flyers and corflutes.
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    Ran targeted Facebook, Google & YouTube ads. Booked and designed a highway billboard, mobile billboards, and telephone booths.
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    Hosted 10 Town Halls, a fundraiser Art Auction, countless pub and cafe meets, panels, picnics, and more.
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    Built and moderated an engaged Facebook group of 250, and sent weekly emails with an av. open rate of 65%.
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    Opened and furnished a campaign office in the heart of the electorate (which IC shared, so we could work together as efficiently as possible!)
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    370 trained volunteers on election day, who, in the lead-up, letterboxed the entire electorate (55,000+ homes) twice and door knocked 5000+ homes.

“My experience with Weekday has been absolutely first rate. It started with the building of a simple website, which they did so efficiently and with such flair, that I retained them for a very large project over the course of a year. Ruby’s resourcefulness, ebullience and smarts drove the project to success, and Jeff’s creativity, eye for detail and sheer hard work ensured I could sleep easy the entire time. I cannot recommend this firm more highly, and will be using them for everything I can possibly squeeze into their (very considerable) skill set. Thank you, Weekday. It was an absolute delight – a privilege! – to work with you all.”

Georgia Steele, candidate
Promotional image for Independent candidate, Elizabeth Farrelly | Designed by Weekday GroupPromotional image for Independent candidate, Elizabeth Farrelly | Designed by Weekday Group Promotional image for Independent candidate, Elizabeth Farrelly, outlining key campaign points | Designed by Weekday GroupPromotional image for Independent candidate, Elizabeth Farrelly | Designed by Weekday Group

Elizabeth Farrelly, Upper House Election Candidate, 2022

Weekday was engaged by Elizabeth Farrelly Independents to develop a look and feel for their Upper House election campaign. The timelines were tight, with a launch imminent.

Weekday jumped in and gave the teal aesthetic a revamp, creating a funky look and feel that complemented traditional election materials.

Over the course of a couple of months, Weekday designed corflutes, digital banners, full-page newspaper ads, billboards, and social media tiles. We also supported paid social campaigns and advised the team on effective online content strategies. The Elizabeth Farrelly Independents campaign received national coverage and overt support from Clover Moore, the Lord Mayor of Sydney.

Dr. Monique Ryan, Independent MP for Kooyong, 2023

Over the course of 2023, Weekday supported Dr. Monique Ryan MP’s office with corflutes, flyers and designs. Offices are often run off their feet and need brand-aligned collateral developed quickly. We were glad to support.

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