‘All guns blazing’: How 36 Months won the Canberra war

Simone Gupta, campaign strategist with 36 Months, has revealed that she and her team’s Canberra inexperience helped get the under-16 social media ban across the line.

Gupta — who’s also the co-founder of independent agency Supermassive — acknowledged the fact during Mumbrella’s communications and PR conference, Commscon, last Thursday.

Speaking to the room and session moderator, Unmade’s Cat McGinn, via Zoom, Gupta explained that her background in brand communications and lack of experience in public affairs informed the 36 Months’ campaign strategy. It allowed the movement — which campaigned for the age in which Australian children are allowed to use social media be increased to 16 — “to really put the pressure on”.