Origin Energy

Origin Energy Public Affairs

Challenge

The Australian Government was elected in 2007 on a policy platform that included a national emissions trading scheme in Australia. Although the overall policy direction - to reduce Australia’s carbon emissions was clear, the devil is in the detail. Origin – Australia’s largest integrated energy company – had a clear vested interest in ensuring that the policy settings underpinning this ground-breaking government delivered environmental benefits while protecting the Australian community and allowing Australian businesses to prosper into the future.

Insight

The vast majority of commentary from the Australian business community was likely to be critical of the government policy or alarmist about the possible impacts of the changes to their sector of the policy. This left a clear opportunity for a company with Origin’s experience and policy credentials to play a role informing the general public and in so doing for Origin to position itself as a constructive partner for government from the business community. As trusted and constructive partner Origin would be in a much better position to engage with the Australian Government on the detail of the emissions trading scheme.

Solution

 

Conduct an information-sharing campaign:
  • To neutralise community misinformation about the negative impacts of an emissions trading scheme;
  • To ventilate Origin’s policy positions on emissions trading; and
  • To clearly signal to policy makes and key influencers that Origin was a reliable policy advocate of emissions trading in Australia.

Result 

  • Opinion pieces in major Australian broadsheet newspapers from key Origin personnel;
  • Origin personnel interviewed and featured on national television and radio in key agenda-setting news and business programmes;
  • Front page news stories setting out Origin’s policy contributions on emissions trading in major Australian newspapers
Which in turn facilitated a comprehensive meeting programme with key stakeholders on emissions trading including amongst others:
  • The Prime Minister’s Office;
  • The Minister for Climate Change;
  • State Premiers; and
  • Senior public servants in the Departments of Climate Change, Resources, Energy and Tourism and the Treasury