Former NRL player Luke Bateman nailed it with his testimony to an inquiry into gambling reform.

A phenomenal example of values based messaging from a LGBTQI+ campaigner in Kenya.

Mitch Brown is the real deal - articulate, real and passionate, with the credibility of a well loved sportsperson. The message he’s spreading is firmly rooted in externalising the problem - placing the blame for alcohol harm squarely on the alcohol companies sponsoring sports leagues and influencing young men - not the young men themselves.

This video is a great example of the Race Class Narrative in action. It explicitly names both race and class with Moshin’s vision of a better time when workers of different nationalities stood together to get better conditions for all.

A great example of fun intrinsic messaging. This video perfectly illustrates that using intrinsic values like Universalism doesn’t mean we have to abandon creativity and fun, or take an overly earnest tone, even with a subject as serious as death and legacy.

Jane Martin is one of Australia’s most experienced users of values-based messaging in the health promotion space. In this ABC radio interview about the UK junk food ad ban she responds brilliantly to the predictable ‘parental responsibility’ question.

This ad, made in 2011, was one of a series aimed at men in their 20s and 30s. It helped change the safety culture in Victoria’s workplaces.

This brilliant video was created in 2015 as a partnership between advocacy organisation People Like Us and Mums 4 Refugees, a grassroots network providing emergency aid to people seeking asylum in Australia.

This video resists hierarchical ‘charity’ framing often seen in humanitarian aid advertisements, instead using the fast-cut editing of a sports ad to show the members of a women’s committee expressing their power, agency and joy. It challenges stereotypes of women in the global South, giving space to the participants to use their own voices and express how they feel about themselves.

This video developed by the official YES Campaign during the Marriage Equality plebiscite in 2017 encouraged supporters to ring their relatives to motivate them to vote yes. It’s a great example of ‘show, don’t tell’.

Rather than simply tell visitors to take sustainable action while visiting Palau – or describe the penalties they might face if they don’t - the Pacific Island developed a pledge for visitors to sign when they arrive. To explain the pledge, they developed this in-flight video brimming with intrinsic values around connectedness, friendship and harmony.

An oldie but a goodie from TV2 Denmark - a brilliant video that we use often to demonstrate that intrinsic values can be just as compelling as extrinsic ones!