Your Family is Our Family.CFMEU Victoria
Your Family is Our Family.
CFMEU Victoria
After discovering the countless ways in which the CFMEU supports its members and their families behind the scenes, BossMan Media embarked on a campaign to share these untold stories with the broader community. The Your Family is Our Family campaign highlighted the human side of the CFMEU’s impact, showing that their commitment to workers goes far beyond the workplace.
By focusing on real people and their real challenges, the campaign aimed to bring awareness to the vital support the union provides, showcasing the strong sense of community that lies at the heart of the CFMEU.
- →Strategic Media Buying
- →Video Production
- →Web Creative
The Strategy.
As a PR agency in Melbourne, BossMan Media worked closely with CFMEU VIC and its members to craft the Your Family is Our Family campaign, highlighting the union’s vital role beyond the workplace. By sharing authentic, unfiltered stories of personal hardship—ranging from workplace injuries to mental health struggles and loss—we created a deeply emotional connection that statistics alone could never achieve.
Through a strategic, multi-platform approach, we ensured these narratives resonated with a wide audience, reinforcing the CFMEU’s role as a pillar of support, care, and advocacy within the community.
Bringing the Stories to Life.
The Your Family is Our Family campaign brought real CFMEU members’ stories to the forefront, highlighting the union’s unwavering support during life’s toughest moments. Through powerful TV ads aired across the Eastern Seaboard, as well as radio campaigns tailored for metro and regional audiences, we created an emotional and deeply human connection with viewers.
Beyond traditional media, the campaign came to life across social media, YouTube, and a dedicated section on the CFMEU website. Engaging posts, behind-the-scenes content, and full-length videos encouraged sharing and conversation, while the hashtag #YourFamilyIsOurFamily invited members to share their own experiences—turning the campaign into a true community movement.
Reaching Audiences Through Traditional Media.
The Your Family is Our Family campaign leveraged the power of traditional media to create a deep emotional connection with audiences. Impactful TV ads aired across major free-to-air networks on the Eastern Seaboard, sharing raw and heartfelt stories of CFMEU members who had received support during life’s toughest moments.
Complementing this, a series of radio ads extended the campaign’s reach to both metro and regional communities, ensuring the message of solidarity and support resonated across diverse audiences.
Connecting Through Digital Media.
The Your Family is Our Family campaign extended its reach through a strong digital presence, engaging audiences across Facebook, Instagram, X (twitter), and YouTube.
Impactful social media posts, behind-the-scenes content, and full-length video stories encouraged sharing and interaction, fostering a sense of community.
A dedicated section on the CFMEU website served as a central hub for the campaign, featuring member stories, videos, and resources, ensuring visitors could explore and connect with the union’s initiatives on a deeper level.
A Powerful and Lasting Impact.
The Your Family is Our Family campaign significantly boosted engagement, awareness, and trust in the CFMEU. TV and radio ads reached a wide audience, driving a 40% increase in social media engagement and making #YourFamilyIsOurFamily a trending topic as hundreds shared their own experiences. Website traffic surged by 25%, with more people seeking information on the union’s services.
Beyond numbers, the campaign sparked a ripple effect, inspiring members and the broader public to share their own stories of hardship and support. This outpouring of real, emotional narratives strengthened trust in the CFMEU, deepening connections with existing members while demonstrating the union’s unwavering commitment to its community.
BossMan Media’s expertise as a leading media buying agency in Melbourne was evident in the execution of our Your Family is Our Family campaign. Their ability to strategically plan and buy media across multiple platforms, while ensuring our message resonated with both our members and the broader public, was invaluable.
The campaign not only helped to raise awareness of the CFMEU’s services but also brought our community closer together. The positive response from members and the wider public has been overwhelming, and we couldn’t be more proud of the results.
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