This is what we Australi-ARE

Thanks Jen, a great point! We wouldn't want anyone to rest on their laurels (!)

We wanted to reinforce a positive image of what we stand for as Australians (supposedly). 'Young' and 'free' obviously come from the anthem, but like all the positive values we've listed, these are still open to interpretation. For example, to say we're 'healthy' (and portray an older woman doing yoga) is more of an aspiration than a fact. It's a positive hope for the future, but underlying it is the growing issue of aged care as our population gets older.

We also wanted to reach a broad audience (who may vote left or right), and for all of us to focus for a moment on values and the human side of things (rather than say, economics). Traditionally conservative voters have a real opportunity to change the outcome of this election, and we wanted to reach them too. And even if viewers don't see the irony in some of our statements in the first half, hopefully they'll respond to its humour and the stronger messages in the second half.

So we hope viewers are smart and media-savvy enough not to take all these statements at face value. They're not facts after all, they're little challenges which you can disagree with too (a bit like the act of voting)!

Thanks again!
Paul.
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Paul Andersen, Director
This is what we Australi-ARE