Be part of the Balance is the theme behind Creative Nature's innovative campaign for the Western Australian Department of the Attorney General launched at the Perth Supreme Court, this week.

Drawing intense interest from television, radio and newspaper outlets around the State, this controversial program has been designed to address a rapid decline in the number of people attending jury duty. It aims to challenge negative public perceptions and promote a refreshed sense of civic responsibility and pride in the judicial process.

Backed by strong visual branding and proactive communications, the campaign has been initially aimed at major employers and employees in regional centres, including the Mid-West, Pilbara, Kimberley and Goldfields, where the shortage of jury participants has become acute. Promotional activities include regional newspaper and radio advertising, with publicity and promotional materials distributed to key locations across the regions including libraries, community centres and peak industry groups.

The establishment of strategic partnerships and multiplier networks, such as government agencies and employer groups, has been instrumental in maximising the project budget and reach. Indigenous employers and employees are a focus and targeted communication materials have been designed for distribution through Indigenous radio stations and relevant community organisations.

Stage two of the campaign is expected to roll out to metropolitan audiences in 2008.

View the campaign