BHP Community Campaign | Industrial Australia

Role: Client Service / Account Lead Support

My time at Industrial Australia gave me a different kind of exposure: big clients, big budgets, and even bigger expectations.

BHP was one of them.

Their community campaign was a shift away from what you might expect from a global resources brand. It was emotive, considered and deliberately soft in tone — but underpinned by very clear strategic objectives.

The Challenge

The campaign needed to build awareness of BHP’s contribution to local communities across Western Australia and the broader Australian public.

At the same time, it sat within a sensitive context, proposed changes to iron ore taxation. The communication needed to:

• Highlight the value BHP delivers to communities

• Reinforce the real-world impact of their contributions

• Build public understanding of what could be at risk

All while maintaining trust, credibility and brand integrity.

The Strategy

The approach centred on storytelling, bringing BHP’s community impact to life in a way that felt human, relatable and grounded.

Rather than leading with corporate messaging, the campaign focused on:

• Real community outcomes and initiatives

• The people and regions directly impacted

• A softer, more emotive tone to create a connection

The result was a campaign that balanced scale with subtlety, BIG in impact, but thoughtful in delivery.

My Role

I worked across client service and campaign delivery, supporting both internal teams and senior stakeholders.

This included:

• Managing client communications and stakeholder alignment

• Supporting strategy development and creative briefing

• Presenting work and ensuring alignment to campaign objectives

• Overseeing QA and delivery across campaign assets

• Supporting media buying and campaign rollout

Working on a campaign of this scale required a high level of attention to detail, structure and collaboration across multiple stakeholders.

Outcome

The campaign successfully raised awareness of BHP’s contribution to communities across Western Australia and nationally, helping to reinforce the broader impact of their work beyond the resources sector.

It delivered a clear, considered narrative at scale, ensuring audiences understood not just what BHP does, but why it matters.

Link to Industrial Australia’s work with BHP here >