Successful petitions in Australia and how to create one of your own

In recent years, Australian petitions on Change.org have driven significant social and political changes, impacting local communities and even national policy. With thousands of petitions started annually, Change.org has become a powerful platform for Australians to raise their voices. 

From saving beloved public spaces to influencing federal policies, the impact of successful petitions has grown exponentially. Since launching in 2011, Change.org Australia has had 10,975,232 users, 141,872,552 signatures, 3,256 victories and 906 responses from decision-makers like MPs and business leaders. 

This guide will explore what makes a petition successful in Australia, from crafting a petition that resonates, engaging supporters, reaching decision-makers, and gaining media attention. Understanding these best practices will increase your chances of achieving your campaign goals.

What makes a successful campaign?

Creating a successful petition is not just about launching it; it’s about maintaining momentum, involving the right stakeholders, and strategically reaching your target audience. Here are the key factors that make a petition successful:

Crafting an effective petition

Title: The title of your petition should clearly and concisely communicate the core issue. A strong title grabs attention and encourages people to click and learn more. For instance, “Save Our Local Library” is far more effective than a vague title like “Support Our Library.”

Image: Visuals are a critical element of petition success. Petitions with compelling images—whether of people, animals, or impactful scenes—are more likely to be shared and signed. If you don’t have a personal image, you can opt for a stock photo or create one using AI tools.

Text: Your petition text should be brief but powerful. State the issue clearly, the change you advocate for, and why it matters. Adding personal stories or emotional elements can help readers connect with the cause, boosting engagement and signatures.

Decision-maker (DM) target: Identify the specific person or organisation that can make the change you’re seeking. For example, if your petition concerns a local policy, the mayor might be the most appropriate decision-maker. Tailor your message directly to this person or entity to ensure your petition hits the mark.

Engaging supporters

Engaging your supporters from the start is vital for building momentum and ensuring that your campaign doesn’t lose steam. Successful petitions keep supporters involved through regular updates, calls to action, and opportunities for participation beyond just signing.

Petition updates: Regularly update your supporters on milestones and progress, whether that’s reaching a signature target, gaining media attention, or getting closer to a meeting with decision-makers. Keep updates concise and positive, and always include an action for supporters to take, such as sharing the petition or contacting key stakeholders. Effective calls to action (CTAs) are direct and actionable. They might ask supporters to share the petition on social media, tweet to a decision-maker, or email politicians. Well-designed CTAs keep the momentum high and bring supporters closer to victory.

Decision-maker outreach

Reaching out to decision-makers early in your campaign can build credibility and demonstrate widespread community support. The goal is to establish a line of communication where decision-makers understand the strength of the campaign backing your petition.

Identifying the right decision-maker: Identifying who can make the change you’re advocating for is crucial. If your petition relates to a local issue, targeting federal decision-makers may be less effective than contacting local politicians or community leaders.

Making contact: Introduce yourself, explain your petition, and request a meeting with your decision-maker. Early contact can show that you’re serious and organised. If successful, this initial outreach can set the tone for further collaboration and progress.

Example: The 36 Months Campaign, which sought to raise the minimum age for social media accounts from 13 to 16, saw overwhelming success by targeting key political figures, including the NSW Premier and the Prime Minister, to gather support. With over 100,000 signatures in just 30 days, the campaign became a powerful example of decision-maker endorsement helping a petition gain traction.

Gaining media attention

The role of the media in expanding a petition’s reach cannot be overstated. Media coverage can propel your petition from a local issue to a national conversation, bringing in new supporters and amplifying your message to decision-makers.

Research media outlets: Before contacting journalists, research media outlets that have covered similar issues. Tailor your outreach to these reporters to increase your chances of getting coverage.

Contacting journalists: When emailing journalists, make it easy for them to cover your story. Start with a strong subject line that clearly states your petition’s goal. In the body of your email, include all relevant information—who, what, when, where, and why—and provide images or videos to support your story. Follow up with journalists if you don’t hear back within a few days.

Personal Story: Journalists are more likely to cover petitions that have a compelling personal angle. Share your motivation for starting the petition and how it directly affects you or your community.

Reaching your goal

Setting realistic goals is essential for petition success. Whether you aim to get a certain number of signatures or seek a specific decision-maker endorsement, clear and achievable goals keep your campaign focused.

Determine the mission: What exactly are you trying to achieve? Make your mission as specific as possible to avoid ambiguity. For example, “Protect local wildlife by stopping new construction” is more actionable than a broad request for environmental protection.

Set a reasonable goal: To achieve your ultimate objective, it’s essential to set incremental goals. For instance, if your goal is to gather 50,000 signatures, break it down into smaller milestones, such as 10,000 signatures within the first two weeks.

Examples of successful campaigns in Australia

Several powerful campaigns have succeeded by following the principles above. Here are some of the most notable examples:

Free the Flag campaign

The Free the Flag campaign sought to free the Aboriginal flag from commercial restrictions, allowing it to be used freely by all Australians. By regularly updating its supporters and engaging with the media, the campaign gained widespread attention and achieved its goal. The campaign’s success is a testament to the power of a well-organised petition that resonates with national sentiment.

Home to Bilo campaign

The Home to Bilo campaign aimed to prevent the deportation of the Nadesalingam family, who were integral members of the Biloela community in Queensland. The campaign generated massive public support and media coverage by focusing on the family’s contributions to the community and the personal stories behind the petition. Ultimately, the campaign secured a reprieve for the family, demonstrating the strength of community-driven advocacy.

Peggy and Molly campaign

Peggy, the dog, and Molly, the magpie, are best friends until government officials order Molly to surrender. After more than 254,000 people signed a petition to keep the two animals together, the campaign succeeded. The victory highlights the role of petitions in protecting bonds and relationships that matter to the public.

Turn your ideas into real change

Creating successful petitions in Australia is about more than just launching an idea—it requires thoughtful planning, continuous engagement, and effective communication with supporters and decision-makers. 

Whether you want to change your local community or impact national policies, Change.org provides a powerful platform to help you achieve your goals. Remember, every successful petition starts with a single voice, but with the right approach, it can become a movement for change.

If you’re ready to start your campaign, visit Change.org to make your voice heard.