Construction Industry Culture Taskforce

Driving a national conversation on construction reform.

Biased reaffirmed the Construction Industry Culture Taskforce (CICT) as a credible, reform-led voice at a critical moment for Australia’s construction workforce.

Engaged to support the release of its Trainee and Interim Reports, our role extended beyond launching research. We were tasked with relaunching the organisation itself – strengthening its authority, elevating its Culture Standard, and building momentum for nationwide change.

Through an integrated campaign spanning Strategic Advisory, Strategic Communications and Public Relations, Biased transformed technical research into a national business story. We refined CICT’s positioning and messaging framework, developed a structured campaign roadmap and media strategy, and ensured the reports spoke not only to industry stakeholders but to government and mainstream business audiences.

The campaign significantly exceeded earned media KPIs, securing 12 Broadcast placements, eight print, and over 30 pieces of online coverage. Total potential reach exceeded eight million eyeballs nationally. Coverage highlights included a national exclusive with the Australian Financial Review across print, online and LinkedIn, nationally syndicated print coverage in the Daily Telegraph, interviews across ABC Radio markets and 3AW, and extensive trade and HR media coverage including HR Leader, Human Resources Director, Inside Construction and Cranes & Lifting.

Crucially, this was not volume for volume’s sake. By securing a business-led angle in tier-one media and reinforcing it across specialist outlets, Biased helped position CICT’s five-day work week findings and broader cultural reform agenda as a productivity and sustainability issue – not simply an HR discussion.

This campaign demonstrates Biased’s ability to combine strategic positioning with disciplined media execution. We do not simply generate coverage; we shape narratives, build authority and create sustained influence for organisations driving change.