Friends of the Earth Australia
Waters Strategic Communications transformed an obscure offshore decommissioning issue into a national media, political and public policy priority through strategic campaigning, investigative storytelling, government relations and media engagement.
Offshore oil and gas decommissioning was a technically complex issue with little public awareness or political attention. Waters Strategic Communications recognised that success depended on reframing the issue in a way that resonated beyond the energy sector. By shifting the focus to recycling, manufacturing and jobs, the campaign created a compelling public narrative that laid the foundation for national media coverage and policy debate.
Our role:
- Identified the campaign's central strategic message.
- Reframed decommissioning as a recycling and economic opportunity.
- Developed the Recycle the Rigs campaign concept and messaging.
- Created memorable campaign statistics and public narratives.
- Positioned the issue to appeal to the public, media and policymakers.
Results:
- Transformed a niche environmental issue into a broader public policy discussion.
- Created a campaign narrative adopted across media and political debate.
- Established the foundation for sustained advocacy, media engagement and government action.
- Positioned recycling as the defining public focus of Australia's offshore decommissioning challenge.
With a clear public narrative established, Waters Strategic Communications built the Recycle the Rigs website and campaign to engage the public, attract supporters and give policymakers confidence that offshore decommissioning had become an issue of national concern. The campaign combined digital communications, public engagement and strategic messaging to create sustained momentum.
Our role:
- Created the Recycle the Rigs campaign identity.
- Designed and built the campaign website. (Now closed)
- Developed the campaign messaging and digital content.
- Launched and promoted a national petition.
- Produced communications materials to support advocacy and stakeholder engagement.
- Built a platform that supported media, lobbying and public participation.
Results:
- Generated thousands of petition signatures.
- Established Recycle the Rigs as the public face of the campaign.
-B uilt a credible platform for ongoing media and political engagement.
- Created the foundation for a sustained national advocacy campaign.
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With the campaign established, Waters Strategic Communications drove the issue into the national conversation through a sustained media strategy.
Rather than waiting for opportunities, we uncovered original stories, identified news hooks and linked the campaign to breaking events, ensuring offshore decommissioning remained on the public and political agenda.
Our role:
- Identified and investigated original stories with national news value.
- Secured media coverage by uncovering previously unreported issues.
- Used emerging events to generate timely media opportunities.
- Developed media angles that made a complex issue accessible to mainstream audiences.
- Managed proactive media engagement and journalist relationships.
- Positioned Friends of the Earth as a trusted national voice on offshore decommissioning.
Results:
- Generated almost 100 media mentions over two years.
- Uncovered nationally significant stories, including leaking abandoned offshore wells and the scale of Australia's decommissioning challenge.
- Achieved sustained coverage across television, radio, print and online media.
- Elevated offshore decommissioning from a specialist industry issue to a recognised national public policy debate.
Recognising that lasting change required more than public awareness, Waters Strategic Communications complemented the media campaign with a sustained government relations program.
Working directly with ministers, political advisers, senior public servants and parliamentarians, the campaign helped elevate offshore decommissioning from a communications issue to a matter of national policy.
Our role:
- Developed and implemented the government relations strategy.
- Briefed ministers, shadow ministers, parliamentarians and political advisers.
- Engaged directly with senior public servants and government agencies.
- Prepared submissions to parliamentary inquiries and government consultations.
- Presented evidence in person to a Federal Parliamentary Inquiry.
- Built relationships across politics, government and industry to advance the campaign.
Results:
- Positioned offshore decommissioning as a significant federal policy issue.
- Contributed to the Federal Government's decision to develop a national decommissioning roadmap.
- Increased political and bureaucratic understanding of the economic and environmental opportunities of recycling offshore infrastructure.
- Ensured the campaign's recommendations were considered through formal parliamentary and government processes.
Over two short years, Waters Strategic Communications transformed offshore decommissioning from a little-known technical issue into a recognised national media and public policy priority.
Through strategic communications, investigative storytelling, government relations and sustained advocacy, the campaign helped reshape the national conversation around Australia's offshore energy legacy.
Outcomes:
- Generated almost 100 media mentions across television, radio, print and online media.
- Positioned offshore decommissioning as a national public policy issue.
- Prompted the Federal Government to announce the development of a national offshore decommissioning roadmap.
- Contributed to changes in Esso's Bass Strait decommissioning plans, including commitments to reduce environmental impacts.
- Established Recycle the Rigs as a recognised national campaign.
- Demonstrated how strategic communications can influence public opinion, government policy and industry behaviour.
Ready to turn your organisation's most complex challenge into a campaign that influences public opinion, government and industry? We'd love to help.
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