Legal Aid NSW – It's What We Stand For
A Workforce Reconnected. A Public Re-engaged.
The outcome
Solved a dual-sided perception problem – re-engaging a disconnected workforce while rebuilding public trust – with zero media spend and a content strategy built entirely on human truth.
20K+
Organic views, zero media spend
Driven by authenticity alone, with lawyers on camera answering the hard questions, unscripted.
+25%
Page likes in five weeks
Community sentiment and brand advocacy grew within five weeks of launch, with no paid amplification.
1
Organisation, one shared identity
Siloed departments and public misconceptions replaced by a single, shared value-driven identity.
What we delivered
Integrated campaigns
Video & motion
User research & testing
Social content
Comms & channel strategy
Brand & positioning strategy
Stakeholder workshops
Strategic logic
Legal Aid had two audiences who had both stopped listening – an overwhelmed workforce too burnt out and time-poor for corporate messaging, and a public that fundamentally misunderstood what Legal Aid did. Top-down communications were failing both. Values-based advocacy was the answer, putting lawyers on camera to answer the hard questions directly, without a script. Staff became storytellers. Cynicism became pride. And a government legal service became something people actually wanted to talk about.
The work
