The Right to Light.

Australian Home Heating Association

The Strategy.

Utilising digital marketing skills BossMan crafted a comprehensive and multifaceted strategy to achieve the campaign’s goals. At the heart of this approach was the creation of a compelling narrative that both educated the public and galvanised support for the continued use of wood heating.

The narrative highlighted the benefits of modern, clean-burning wood heaters as a carbon-neutral and renewable energy source, while addressing the environmental concerns that prompted the proposed ban.

Execution.

The execution of the campaign was highly successful, with hundreds of thousands of individuals engaging with the content, over 10,000 signing the petition, and many locals submitting feedback to their council. These efforts were designed to apply pressure on policymakers and demonstrate the strength of public sentiment against the proposed ban.

The campaign effectively mobilised the community, amplifying their voices and encouraging them to advocate for alternative solutions such as rebates for older, non-compliant wood heaters, rather than a full ban.

Results.

The results of BossMan Media’s campaign for the AHHA were overwhelmingly positive, with significant public support generated for the continued use of wood heaters in the ACT and surrounding regions.

Through strategic communication, targeted media outreach, and community engagement, the campaign effectively educated the public, rallied support, and applied pressure on policymakers to reconsider the proposed ban on wood heaters in the ACT and surrounding regions. The results demonstrated the power of well-executed advocacy campaigns to influence social change, protect consumer rights, and promote sustainable living practices.

By defending the right to choose wood heating, the AHHA and BossMan Media were able to ensure that modern, clean-burning wood heaters remained a viable and environmentally friendly heating option for Australian homeowners. This campaign exemplifies how strategic communication can drive social change and empower communities to protect their interests.

Digital Outreach and Amplified Voices.

Through social media, email newsletters, and targeted ads, BossMan Media helped AHHA engage homeowners, businesses, and policymakers, spreading awareness of the environmental benefits of modern wood heaters. Eye-catching infographics, testimonials, and animated videos simplified complex topics and promoted rebates for older heaters as a sustainable alternative to bans. A petition gathered thousands of signatures, showcasing widespread opposition and empowering the community to make their voices heard.

Broad Reach Across Media.

The campaign combined digital efforts with traditional media, including radio ads on MIX, HIT, 2CA, and 2CC, as well as print ads in local newspapers. These platforms emphasised the efficiency, affordability, and sustainability of modern wood heaters, driving traffic to the petition and inspiring public submissions to local councils. Partnerships with media outlets extended the reach further, ensuring a consistent and impactful message that resonated across the region.