Despite Legal Aid NSW providing disadvantaged people access to the justice they deserve, some misperceptions still exist both externally and internally between teams. Messy Collective was engaged to deliver a communications solution that would remind staff of their shared values, and publicly highlight the value of the service.

Two Legal Aid Lawyers Standing together
Legal Aid It's What We Stand For Campaign logo


As Legal Aid staff are time-poor, our idea was to produce a series of short videos and supporting assets to be consumed on the go via channels staff engaged with daily (email, social, in-office). This mix of placements allowed us to reach both office-bound and in-the-field staff.


It’s what we stand for

Our workshops revealed that all Legal Aid staff are motivated by the same values – social justice, second chances and fairness. From this, the “It’s what we stand for” big idea was born. We directed and filmed a series of candid videos that involved Legal Aid lawyers answering controversial questions about their work. This provided a platform for them to bust misconceptions, explain why they do what they do, and highlight why Legal Aid is so important.

Legal Aid Facebook Campaign shown on mobile Legal Aid Facebook Campaign shown on mobile
Legal Aid Email marketing shown on tablet
Legal Aid Lawyer answering interview questions
Legal Aid Youtube Page
Legal Aid Poster featuring two female lawyers
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