90% of WA gas is exported overseas.
The Australian Conservation Foundation (ACF) is targeting Western Australia’s big gas greed by challenging the long-held belief that gas benefits the state economy in a campaign via Mustard Creative Agency.
The campaign argues that while gas multinationals export the vast majority of WA gas overseas, ordinary West Australians are left paying through higher living costs, environmental damage and lost public revenue.
Mustard Creative creative director Ryan Nadzielski said the campaign deliberately moved away from abstract climate messaging.
"For years, the gas industry has wrapped itself in the language of jobs, growth and necessity,” said Nadzielski.
“But when you look at the facts, the story changes. We wanted to create something highly relatable - an everyday Australian moment that reveals a deeper truth. This campaign isn't preaching about the planet in abstract terms.
“It's exposing a system where profits are privatised and the costs are socialised. Western Australians deserve to see who's really walking out with the whole pie."
90% of WA gas is exported overseas, according to research by the Australian Conservation Foundation.
Gas corporations in WA made $56 billion in 2022-23 and paid $0 in resource rent tax.
Gas prices in WA have tripled since 2020 and are still trending upward.
Renewables are already powering more than half the country's energy needs. During peak periods, that figure rises to 78% of electricity in the grid.
Australian Conservation Foundation head of communications, Meabh Friel, said the fully integrated partnership with Mustard strengthened the campaign's impact.
"This campaign required discipline at every stage - in the strategy, in the storytelling and in how we brought it to market,” said Friel.
“Working with Mustard as an integrated partner across strategy, creative and media meant there was continuity from the initial insight through to execution. We weren't handing ideas between silos - we were refining them together. There's a strong alignment in how we approach the work: grounded in evidence, clear in purpose and focused on impact.
“For an issue as critical as climate change it's important to meet audiences where they are when it comes to making the link between the burning of fossil fuels and the increasing severity and frequency of disasters. That alignment made the process smart and seamless."
Credits:
ACF Méabh Friel - Head of Communications Joseph Walton - Marketing Communications Lead Carly Derisz - Engagement Project Manager
Mustard Gerard Max - Strategy, Communication & Media Director Trevor Henselwood - Digital Marketing Director Ryan Nadzielski - Creative Director Ella Kempton - Creative Services Manager Dave Ridley - Client Service Director. Axel Dench - Strategy Director.
Production Raylene O'Hare - Creative Producer - Array Max Greenstein - Creative
