The Australian Lobby Group

At the end of 2025, Poli PR was approached to brand and market something that had never been done in Australia: a lobby group for the people. Not for big business, industry bodies or foreign interest groups, but for everyday Australians who want a say in the decisions that shape the country.

The Australian Lobby Group isn't a political party and doesn't run candidates. It campaigns on the issues of the day and works to influence the people who make the decisions. That meant the brand had to feel credible in Parliament House and approachable at a community rally.

We assisted with the creation of the branding and logo, then built everything around it: the website, a Shopify store for Australia First merchandise, email marketing that keeps members informed and involved, and promotional materials that have been placed directly in the hands of Australian politicians.

Signage takes the brand on the road, including the truck for the Australia Marches 2026 National Tour.

To fund the tour, we brought ALG CEO Scott Challen's fundraising idea to life: Australians buy the road, one kilometre at a time, with every $10 buying a kilometre. The fundraising page shows the truck's route filling in across a map of Australia as donations come in, and supporters can add their name to a live fundraising wall. Within a month of launch, more than 10,000 kilometres had been bought.

The result is a professional-looking advocacy group that has caught the attention of politicians and raised tens of thousands of dollars within a month of launch.