Department of Employment, Small Business and Training


Small businesses are the lifeblood to growth in local communities. But conditions are tough in an economic landscape increasingly dominated by big players. The challenge was to create a social marketing campaign that celebrated small businesses across Queensland, and promoted the benefits of buying locally.


The Go Local campaign focused on the snowball effect – demonstrating how $10 spent in a small bakery can be a catalyst for local regeneration, as increased demand creates a network of interdependent businesses.

The campaign objectives were two-fold: to encourage consumers to be community-minded in their purchases; and to educate the 414,000 small businesses in Queensland about the tools available through the Office of Small Business.