Business Australia a recently launched free membership organisation which is already supporting over 40,000 businesses across Australia, has launched a campaign urging business owners and managers to seek support to help them navigate the COVID-19 pandemic.

The integrated campaign – devised and launched within a week by Six Black Pens and Chalk Co – is a pivot from Business Australia’s planned launch campaign to instead communicate the essential support businesses across Australia need during this crisis.

In the ad, questions pop up as we move through a stylised Australian landscape, acknowledging some of the major concerns facing the business community in Australia right now. 

As part of this shift in creative, the new Business Australia website has been converted into a COVID-19 hub, full of free resources and advice for businesses to draw upon. The day of TVC airing saw the highest traffic to date on businessaustralia.com, with page views currently up 300 per cent since the launch of the COVID-19 hub just over a week ago. 

Business Australia Chief Customer Experience Officer Richard Spencer says: “This is an incredibly challenging time for businesses in Australia. In a matter of weeks, business owners’ have had their worlds turned upside down, and are facing untold economic, HR and legal challenges. We have adapted our marketing strategy to direct businesses to our dedicated COVID-19 hub to help them navigate the tough days ahead.”

The TVC is supported with an integrated media campaign across OOH, social and digital both in metro and regional markets, overseen by Slingshot.