Together with Australian Education Union, we turned the campaign for fully funded public schools into a national conversation, using powerful imagery, bold activations and the real stories of teachers and students to make the issue impossible to ignore.
From refreshing the AEU’s visual library with a dedicated school photoshoot to creating thousands of miniature schoolhouses, a giant storybook and a post box containing 70,000 postcards to the Prime Minister, we developed campaign moments that brought the scale and impact of underfunding to life.
We took the campaign across the country, coordinating activations, roundtables and press conferences in capital cities, while managing an always-on press office spanning media releases, interviews, live crosses and reactive opportunities. When state education ministers joined the AEU in Canberra, we quickly pivoted the media strategy to capitalise on the unprecedented show of solidarity.
The campaign generated more than 3,800 pieces of coverage and a combined potential reach of more than 150 million people, including national broadcast, print, radio and online coverage, helping keep public school funding firmly on the national agenda
We partner with Optus to bring its purpose to life through stories and experiences that matter to Australians – from supporting regional communities and small businesses to building digital resilience, championing inclusion and shaping the future of connectivity.
We’ve helped Optus become a more meaningful partner to Australian businesses through the Business Plus Roadshow and FutureFit digital resilience workshops, taking expert advice, mentors, Tech Grants and practical digital skills to SMBs across the country. We also brought Optus’ regional commitment to life through Raise the Bar, celebrating local heroes and organisations making a difference in their communities.
We’ve built Optus’ authority in digital safety and cybersecurity through Scam Awareness Week, Digital Thumbprint and the announcement of its Cyber Chair, while using real people and local stories to make complex issues accessible. We also developed media and influencer activity around Pride Starts with Yes, helping Optus authentically demonstrate its commitment to inclusion, led communications for Project SWIFT’s sovereign LEO satellite consortium, and developed strategic narratives around Project Kuiper and 40 years of Optus in space.
These campaigns have generated more than 14.7 million in reach, with 124 pieces of Scam Awareness Week coverage and an NPS of 63 for FutureFit.
We partner with Blooms The Chemist across communications, content and brand marketing, helping the community-focused communicate with clarity, confidence and a distinct point of view.
When the Australian Government announced changes to the vaping model, we helped Blooms take a clear public position, developing and distributing the CEO’s response and securing national media coverage, including 106 pieces across major news outlets. Coverage from this activity reached more than 5.8 million people, demonstrating the impact of giving Blooms’ values a clear voice in the national conversation.
We also develop B2B marketing collateral for prospective pharmacists and franchisees, from eDMs and brochures to playbooks and presentation decks. Alongside this, we produce Blooms’ Health Plus Magazine on an ongoing basis, managing content writing, image sourcing and design across each digital edition.
We partner with Unilever ANZ across corporate communications, content, social and influencer campaigns, bringing its global purpose to life through stories that connect with employees, consumers and the wider business community.
We also lead Unilever ANZ’s LinkedIn content strategy, developing year-round content and campaigns that showcase the business and its people.
Most recently, we helped announce Unilever’s inaugural EV commercial freight partner, New Energy Transport (NET), and the introduction of a Volvo heavy electric prime mover now running selected deliveries from Unilever’s Ingleburn warehouse to customer sites across Sydney. This is part of the transition to net zero emissions across Unilever’s value chain by 2039.
Across three markets (AU, U.S., UK) with different media landscapes and operating rhythms, SOCIETY helped create a consistent, people-first approach to re-introduce and reignite awareness of Movember and its impact.
We supported local Movember communications teams to expand coverage opportunities in each market, re-educating media about what Movember stands for, especially in the U.S. and UK, and what fundraising efforts help support: men’s mental health, prostate and testicular cancer. We pitched tailored stats and real stories from Movember community ambassadors to local media to secure localised press, while supporting local fundraising efforts to garner attention for the cause.
To build global continuity of assets, we created a global media hub and market-specific content toolkits, giving media a one-stop shop. In the U.S., we strategically shared key insights and findings from Movember’s The Real Face of Men’s Health Report with U.S.-based media and supported the NYC launch event, where Prince Harry was a panelist.
In Australia, we secured Harry Garside as a national ambassador and generated coverage across major media including Sunrise, body+soul and Carrie & Tommy.
Together, the campaign generated a reach of 31 million helped bring Movember’s purpose and the people behind it back into the conversation.
We launched Parëva™ Beauty, an independent, female-founded and science-backed skincare brand, into the competitive U.S. beauty market, building awareness and credibility from the ground up.
We developed the communications strategy and created a launch moment that connected the brand’s science and female leadership with the UN’s International Day of Women and Girls in Science. We supported founder Smitha Rao at the UN Women Assembly, established the Parëva™ Beauty Advocacy Board with a leading New York dermatologist, and hosted an exclusive launch event for top beauty and lifestyle editors and tastemakers.
We kept momentum building through strategic media relations, founder desksides, product seeding, podcast interviews and industry events, securing coverage in Beauty Independant, Forbes, Town & Country, Fashionista and Yahoo!. We also submitted products for key beauty awards, earning a shortlist for the 2025 Beauty Independent Beacon Awards for Best Brand Launch.
The launch and ongoing campaign reached more than 1.1 billion people, establishing Parëva™ as a credible new voice in science-backed beauty.
With a growing competitive tourism landscape, we helped Rydges Hotels & Resorts bring three revitalised properties back to market in Melbourne, North Sydney and Port Macquarie – positioning each as a distinctive travel experience while building excitement around their transformation.
We developed media and influencer strategies tailored to each property, from leveraging Rydges Melbourne’s proximity to the theatre district to showcasing North Sydney’s neww connection to the Metro and proximity to the city and Port Macquarie’s coastal appeal. We hosted immersive familiarisation experiences, bringing media and influencers behind the scenes to experience the hotels, destinations and refreshingly local hospitality firsthand.
For Melbourne, 27 media and influencers embarked on a 24-hour immersive tour, culminating in a gala dinner for 46 guests. In North Sydney, media experienced everything from Wattle Bar + Kitchen to IMAX and Taronga Zoo, while Port Macquarie hosted six media and three influencers to experience the waterfront property.
Across the three launches, we generated a combined potential reach of 39.61 million+, with coverage spanning Australia and New Zealand in leading travel titles including Escape, Explore and Nine News.
ELA, along with NASA, were preparing to make history with Australia’s inaugural commercial space launch from its Arnhem Space Centre in East Arnhem Land. We established the brand from the ground up, designing its logo and visual identity before helping launch it into the world.
We planned and hosted a VIP event for the June 2022 launch, bringing together global media, government, investors, industry and key stakeholders while working closely with Indigenous Elders, Traditional Owners and local school communities.
From establishing a 24/7 press office at the remote launch site to live-streaming the launch for a global audience, we built ELA’s profile across every touchpoint – from its website and social channels to executive positioning and powerful imagery of the Arnhem Space Centre.
The launch reached an estimated 360 million people globally, helping establish ELA as an Australian and international leader in commercial space launches.
We partnered with Hard Truth Distilling Co. to build awareness of its pioneering craft distillery in Brown County, Indiana, and position the brand as a leader in craftsmanship, innovation and the art of Sweet Mash distilling.
We built a proactive calendar of media moments spanning spirits, consumer, lifestyle and tourism, creating opportunities to showcase the people and passion behind the brand. Working closely with the Master Distiller and key leaders, we secured regional and national media opportunities, while developing a KOL program to drive distillery visits and product trial.
Throughout 2026, we have supported the Hard Truth team in launching five new products and hosted two exclusive media preview events on property. We also elevated the brand’s communications strategy and generated awareness for key seasonal events, including Bourbon & BBQ and Harvest Festival.
To date, we have generated 400+ pieces of coverage and more than 820 million in reach, fueling curiosity, credibility and awareness of Hard Truth and its distinctive approach to distilling.
We’re kicking off 2026 with major momentum, announcing a wave of new client partnerships alongside strategic investments in talent and our new, mission-focused website.
These advancements create new opportunities for conversations, content and connection while also further reflecting our reputation as a champion for those committed to positively shaping society.
Client Updates
SOCIETY’s new client partnerships are driven by the agency’s people-first approach and its belief in sparking meaningful brand connections rooted in purpose and community to achieve measurable business impact. Brands new to SOCIETY include: Movember, Rundle Mall, Navair, Hard Truth Distilling Co. and Do Good Crew.
“We’re fast out of the gate in 2026, and it’s our year of purposeful impact focused on work that actually moves the needle,” says SOCIETY CEO + Founder Dena Vassallo. “Sparking meaningful conversations with partners navigating change creates real opportunities for fresh ideas and better storytelling.”
SOCIETY’s integrated approach helps brands authentically connect with global audiences in an increasingly fragmented media environment.
“The accelerated growth we’re seeing speaks to a real appetite for work that emotionally connects with people and encourages substantive community building,” said Katie Rosholt, Managing Director, SOCIETY U.S.
Commitment to People
As SOCIETY continues its strong momentum in client growth, the agency equally celebrates the people whose creativity and dedication power every successful campaign.
SOCIETY’s experienced Executive Leadership Team (ELT), is composed of people who have a long-standing tenure at SOCIETY and an innate understanding of the agency’s vision.
The ELT team steps into updated roles designed to support SOCIETY’s next phase of growth, strengthening leadership across strategy, people, technology, creativity and operational excellence, while maintaining the values that have defined SOCIETY since its inception nine years ago.
Alongside Dena Vassallo who continues to empower the team as Global CEO + Founder, updated ELT roles include:
- Will Lehnertz – General Manager ANZ
- Mel Huggins – Group Director Transformation ANZ
- Annike Morgan – Group Director Creative + Purpose ANZ
- Katie Rosholt – Managing Director U.S. + Global Marketing
- Jarrad Basnec – Finance Director ANZ + U.S.
This leadership team is complemented by a series of strategic new hires and internal promotions across the agency.
With nearly 20 years of experience in PR, brand and communications strategy and events, Stephanie Ockenden joins SOCIETY as Brand + Communications Director + Market Lead based in Adelaide. Ockenden will oversee SOCIETY’s operations and client partnerships across SA, WA and NT.
Recent internal promotions include:
- Lucy Brewer – Senior Client Lead, Sydney
- Sorcha Delaney – Manager, Sydney
- Meriel Killeen – Senior Manager, Adelaide
- Jess Sexton – Consultant, Adelaide
- Maisie Callcott – Associate Director, U.S.
SOCIETY Brand Expression
SOCIETY’s refreshed website produced by its in-house Creative and Production team, follows a brand refresh and offers a streamlined experience designed to make it easier to find services, explore case studies and showcase the agency’ s global mission.
