Historically Australians relied on a government owned monopoly to deliver the network connectivity that our inconsistent population distribution, and large land mass demands.

In 1991, the Government privatized its telecommunications networks, and the Telstra Corporation was created. Telstra benefited from this monopoly and quickly became a part of the fabric of Australian life.

This quasi-governmental status means Telstra has the dual problem of being held to a higher standard, while simultaneously being overlooked for all the good they do.

The brief was to re-frame the narrative around Telstra, reminding Australians and staff of what they brand does for them.

The key objectives were to shift brand affinity, brand reputation and staff NPS.