Building grassroots community engagement and action

How do you create an environment through strategy, messaging, IT and digital media that engages, focuses, and supports people to act?

Anthony Reed is a 30-year veteran in influencing community and political audiences.

A former Labor advisor and community campaign developer he drew on his experience to mastermind the Kerryn Phelps successful byelection campaign in 2018 and Zali Stegall’s win over Tony Abbott in 2019.

Then in 2022, his communications agency Populares, planned the structure, strategy, and messaging behind the successful campaigns of Allegra Spender in Wentworth, Kylea Tink in North Sydney and Sophie Scamps in Mackellar. Assisted Steggall’s re-election campaign in Warringah and handled digital advertising for teal independent Monique Ryan in Josh Frydenberg’s former seat of Kooyong.

Anthony will outline how a systematic integrated approach that involves narrative, context, quantifiable and achievable goals supported by conversations and feedback enabled by technology, creates a dynamic supportive environment that changes in real time to stay relevant to changing values and goals.

Anthony will show how this worked in creating the ‘teal wave’, one of the most successful grassroots political campaigns in Australian history.

Beyond understanding the formation of a political movement, this event will offer insights to working with volunteers, customers, and employees.