20/06/2026
What does a “fair go” really mean?
For their 2026 tax appeal, Marlin partnered with the Refugee Council of Australia (RCOA) to develop a campaign grounded in one of Australia’s most enduring values – the belief that everyone deserves the chance to rebuild, belong and contribute.
At a time of growing uncertainty around Australia’s humanitarian policies, the challenge was to create urgency without overstating outcomes. The creative needed to navigate a politically sensitive landscape while remaining rational, credible and deeply human.
Through the story of Mark – who arrived in Australia as a refugee after being expelled from Uganda under Idi Amin’s regime – the appeal highlighted the profound impact that safety and opportunity can have on a life.
Mark’s story stands as a reminder that refugees do not diminish a nation. They enrich it.
Delivered through a two-wave direct mail appeal and supporting eDM series, the appeal combined emotional storytelling with values-led advocacy to defend the importance of a fair and compassionate humanitarian program.
We stand with RCOA in advocating that at its heart, a fair go means recognising potential, not circumstance. It means creating opportunities for people to rebuild their lives and contribute to the communities they’ve come to call home. And a fair go should be available to everyone in this country.
