📰 Media Strategy — 20 Cents Makes Sense

Media Deep Dive
By Channel & State

Full Australian media directory with direct contacts, pitch angles and LinkedIn profiles. Built on a strategic PR ladder — start small, build clips, go bigger.

Step 1

Start Here

Trade & niche publications

Step 2

Build Credibility

State papers, independents, digital mastheads

Step 3

National Press

AFR, news.com.au, The Australian, ABC Radio

Step 4

Broadcast TV

ABC 7

Step 5

Independent & Alternative Media

Podcasts (7am, Squiz, Mark Bouris, Equity Mates), YouTubers, satire, Karl Stefanovic Show

Step 1 of 4

Tier 1 — Start Here

Trade & niche publications: specialists who WANT your story

Strategy: Get published here first. Build your clip file. These outlets have the right audience and the most receptive editors.
Trade MagazineNational

Waste Management Review

Waste, recycling & resource recovery industry professionals — 6,000+ subscribers

Why pitch here: This IS your industry. They cover CDS, circular economy and container deposit regularly. Perfect first publish.
💡Angle: Industry innovation: gamification + CDS to drive circular economy behaviour change
editor@wastemanagementreview.com.auwastemanagementreview.com.auLinkedIn
Trade MagazineNational

Inside Waste

Waste and recycling professionals — 15,000+ combined reach with WMR

Why pitch here: Sister title to Waste Management Review. Covers CDS, recycling reform, container deposits. Highly receptive audience.
💡Angle: CDS scheme reform: how 20c + gamification closes the behavioural gap
chelsea.daniel@primecreative.com.auwww.insidewaste.com.auLinkedIn
Trade MagazineNational

Sustainability Matters

Manufacturing, industry, utilities and government sustainability professionals

Why pitch here: Bi-monthly magazine dedicated to sustainability. Westwick-Farrow Media. Covers circular economy, recycling reform.
💡Angle: Sustainability policy: the case for 20c and what the data says about behaviour change
info@westwick-farrow.com.auwww.sustainabilitymatters.net.auLinkedIn
Online NewsNational

RenewEconomy

Clean energy, climate and circular economy professionals and advocates

Why pitch here: Highly credible independent voice on clean economy policy. Giles Parkinson is a respected voice. Would love a CDS reform story.
💡Angle: Circular economy reform: why the 20c container deposit is the missing piece
giles@reneweconomy.com.aureneweconomy.com.auLinkedIn
Academic/AnalysisNational

The Conversation

Informed public, policymakers, academics — 3M+ monthly readers

Why pitch here: Hugely credible. Academic-style. Perfect for data-heavy CDS audit content. Gets picked up by ABC, Nine, Guardian regularly.
💡Angle: Evidence-based: CDS performance audit + 20c reform analysis co-authored with academic partner
misha.ketchell@theconversation.edu.autheconversation.com/auLinkedIn
Step 2 of 4

Tier 2 — Build Credibility

State papers, independents, digital mastheads

Strategy: Take your Tier 1 clips here. Guardian, SMH, ABC Digital and Crikey give you national credibility and are receptive to data-led pitches.
Business OnlineNational

SmartCompany

Australian SMEs, entrepreneurs, startup community

Why pitch here: Business + social enterprise angle. Receptive to 'Australian startup vs big scheme operators' narrative. High digital reach.
💡Angle: Social enterprise + innovation: 'The startup taking on Australia's $1B unclaimed container deposits'
ekeating@smartcompany.com.auwww.smartcompany.com.auLinkedIn
Online News (Independent)National

Crikey

Political insiders, media, progressives — subscription-based, highly influential

Why pitch here: Loves holding powerful players (like scheme operators and beverage industry) to account. The unclaimed funds angle is perfect for Crikey.
💡Angle: Accountability: '$500M+ in unclaimed container deposits — who's keeping the money?'
alisha.rouse@crikey.com.auwww.crikey.com.auLinkedIn
Online NewspaperNational

Guardian Australia — Environment Desk

5M+ monthly Australians — progressive, educated, engaged

Why pitch here: Australia's premier environment desk. Lisa Cox, Adam Morton and Graham Readfearn all cover CDS-adjacent topics. A Guardian story is gold for the campaign.
💡Angle: Environment + accountability: 'The scheme collecting billions in deposits but returning too little'
graham.readfearn@theguardian.comwww.theguardian.com/auLinkedIn
Masthead NewspaperNSW / VIC / QLD / WA

Sydney Morning Herald / The Age

NSW & VIC flagship papers — Nine Entertainment, 4M+ monthly digital readers

Why pitch here: Australia's most trusted mastheads. Caitlin Fitzsimmons covers environment for SMH/Age. A story here runs across Brisbane Times and WAToday too.
💡Angle: Consumer + environment: 'You're recycling but not getting your full refund — here's why'
caitlin.fitzsimmons@smh.com.auwww.smh.com.auLinkedIn
Public Broadcaster (Digital)National

ABC Online / ABC News Digital

Australia's most trusted news source — 9M+ monthly

Why pitch here: ABC environment reporting is world-class. Michael Slezak has a confirmed email. ABC stories get picked up nationally and internationally.
💡Angle: Public interest: 'The container deposit scheme — where is the money going?'
slezak.michael@abc.net.auwww.abc.net.au/newsLinkedIn
Step 3 of 4

Tier 3 — National Press

AFR, news.com.au, The Australian, ABC Radio

Strategy: Bring 2-3 published clips from Tier 1 and 2. These outlets want to know someone else has already run the story — then they will want it too.
Business NewspaperNational

Australian Financial Review (AFR)

Australia's premier business audience — C-suite, investors, policymakers

Why pitch here: The business/investment case for 20c is a perfect AFR story. Ryan Cropp covers energy & climate. Bring Guardian + ABC clips.
💡Angle: Business case: 'The $1B opportunity in Australia's underperforming container deposit scheme'
ryan.cropp@afr.comwww.afr.comLinkedIn
Online News (News Corp)National

news.com.au

Australia's #1 news website — 10M+ monthly unique Australians

Why pitch here: Massive reach. Consumer-facing stories land huge here. Bring your Guardian and SMH clips. Approach Rohan Smith (Vic desk) or Kerry Warren (Editor).
💡Angle: Consumer impact: 'The recycling cash grab: Why Australians are missing out on millions'
kerry.warren@news.com.auwww.news.com.auLinkedIn
National Newspaper (News Corp)National

The Australian

National broadsheet — policy, business, federal politics focus

Why pitch here: Policy + business angle. The CDS reform story fits the national agenda beat. Harder to get but very influential with decision-makers.
💡Angle: National policy: 'Australia's container deposit scheme underperforming — industry calls for 20c reform'
letters@theaustralian.com.auwww.theaustralian.com.auLinkedIn
Commercial Radio — MelbourneVIC

3AW Drive / Jacqui Felgate (Nine Radio Melbourne)

Melbourne's most-listened AM radio station — drive time 4–6pm, 200K+ daily listeners

Why pitch here: Jacqui Felgate is Melbourne's biggest drive-time host. She regularly covers consumer, social impact and community stories. VIC CDS launch makes this perfectly timely.
💡Angle: VIC consumer/community: 'CDS Vic just launched — are Melbourne families getting a fair deal on their 10c refund?'
ihines@tgisport.com.au(03) 9820 1029www.3aw.com.au
Public Broadcaster (Radio)National

ABC Radio National (RN)

Australia's most influential radio audience — policymakers, academics, media themselves

Why pitch here: RN stories get clipped and cited everywhere. Background Briefing, Saturday Extra and Science Friction all cover environment reform.
💡Angle: Investigative: 'The recycling scheme collecting more than it returns — who benefits?'
rn@abc.net.auwww.abc.net.au/radionationalLinkedIn
Step 4 of 4

Tier 4 — Broadcast TV

ABC 7:30, ACA, Sunrise, Today Show, Sky News, 60 Minutes

Strategy: The big leagues. Bring your full media pack with clips from Tiers 1-3. TV producers need to know the story is already proven. This is the snowball stage.
Public Broadcaster (TV)National

ABC News (TV / Breakfast / 7:30)

Australia's most trusted TV news — 7:30 alone reaches 800K nightly

Why pitch here: The gold standard. 7:30 Report loves consumer-interest + data stories. Bring ALL your other media clips. Michael Slezak is the bridge.
💡Angle: Investigative TV: '20 Cents Makes Sense — the campaign exposing Australia's recycling blind spot'
slezak.michael@abc.net.auwww.abc.net.au/newsLinkedIn
Commercial TV — Current AffairsNational

A Current Affair (Nine Network)

1M+ nightly viewers — mainstream, cost-of-living, consumer focus

Why pitch here: ACA loves 'consumer is being ripped off' stories. The unclaimed deposits angle + 'you could get more money back' is perfect ACA territory.
💡Angle: Consumer: 'You're recycling — but are you getting your money's worth? The 20c fight Australians deserve to win'
aca@nine.com.au(02) 9965 2338www.9now.com.au/a-current-affairLinkedIn
Commercial TVNational

7NEWS / Sunrise / The Morning Show (Seven Network)

Australia's most watched network — 1.5M+ nightly 6pm news

Why pitch here: Seven covers consumer and lifestyle stories heavily. Sunrise does charity/community segments regularly. Great fit for the Behaviour Change Experiment.
💡Angle: Community/lifestyle: 'Turn your empties into charity donations — the Australian campaign changing recycling forever'
7news@seven.com.au7news.com.auLinkedIn
Commercial TVNational

60 Minutes / Nine News (Nine Network)

Australia's #2 commercial network — 60 Minutes 1.2M+, Nine News national reach

Why pitch here: Nine owns the SMH and The Age — leverage your print coverage there first. 60 Minutes is the ultimate destination for the unclaimed deposits investigative angle.
💡Angle: Investigative / consumer: 'Australia's half-billion-dollar recycling mystery — who keeps the unclaimed deposits?'
60minutes@nine.com.auwww.9now.com.auLinkedIn
Commercial TV — MorningNational

Today Show (Nine Network)

400K+ morning viewers — mainstream consumer and community focus

Why pitch here: Nine owns the SMH and The Age — leverage your print coverage there first, then take it to Today Show producers.
💡Angle: Morning TV consumer/charity: 'Turn your empties into charity donations — the recycling campaign changing Australia'
today@nine.com.auwww.9now.com.au/todayLinkedIn
Commercial TV — News & OpinionNational

Sky News Australia

Conservative-leaning news audience, political class, regional Australia via free-to-air, 24/7 rolling news

Why pitch here: Sky News reaches audiences that progressive outlets don't. The accountability angle ('government scheme collecting billions, not giving it back') plays perfectly to Sky's editorial instincts. 12 confirmed host contacts.
💡Angle: Accountability: 'The government recycling scheme collecting $500M in unclaimed deposits — where is the money going?'
andrew.bolt@skynews.com.auwww.skynews.com.au
Run in Parallel

Tier 5 — Independent & Alternative Media

Podcasts (7am, Squiz, Mark Bouris, Equity Mates), YouTubers, satire, Karl Stefanovic Show

Strategy: Run in parallel with all other tiers. Independent voices can drive viral moments and reach audiences traditional media misses — particularly under-35s and politically engaged conservatives.
Independent Video/Social ProductionNational

The Karl Stefanovic Show

349K+ Instagram followers, large mainstream Australia audience — launched January 2026 as Karl's own independent production

Why pitch here: Karl launched The Karl Stefanovic Show in January 2026 as a completely independent production from Today Show — long-form interview format, published on Instagram (@thekarlstefanovicshow). He's already interviewed political figures and business leaders. Consumer accountability + charity campaigns are exactly his wheelhouse.
💡Angle: 'The 10 cent rip-off — Karl takes on the recycling industry' — bold consumer accountability + charity angle with data
karlstefanovic_@instagramwww.instagram.com/thekarlstefanovicshow
Independent CommentatorVIC

Topher Field

Conservative-libertarian Australians, anti-woke audience, YouTube/podcast followers

Why pitch here: Topher engages seriously with policy data. If you can show the 20c debate as 'government failing ordinary Australians who do the right thing', he'll run with it.
💡Angle: 'Billions in unclaimed deposits — who's pocketing your 10 cents?' — frame as government/corporate accountability failure
https://topherfield.com.au/contacttopherfield.com.au
Independent CommentatorNSW

Friendlyjordies (Jordan Shanks)

Progressive-left Australians, strong NSW/QLD following, large YouTube audience (~800k)

Why pitch here: Jordan does deep investigative political content. The unclaimed deposits story and scheme coordinator accountability would be a natural fit.
💡Angle: '4 billion containers wasted — why isn't your government fixing this?' — political accountability angle
friendlyjordies@gmail.comwww.youtube.com/@friendlyjordies
Satire / Viral MediaQLD

The Betoota Advocate

18–40 urban Australians, huge social sharing potential, viral format

Why pitch here: A well-placed Betoota satire piece ('Local man still returning cans for 10 cents, refuses to admit it's not worth it') drives massive organic sharing and awareness.
💡Angle: Satirical treatment of 'Aussies doing the right thing while industry pockets unclaimed deposits' — viral social potential
editorial@betootaadvocate.comwww.betootaadvocate.com
Digital IndependentNSW

The Shot / Junkee

Under-35 progressive Australians, strong social media amplification

Why pitch here: Junkee and The Shot both do advocacy-adjacent journalism for younger audiences. Climate and environment stories get strong engagement.
💡Angle: 'Why is recycling still this hard in 2026?' — younger audience frame around convenience and systemic failure
editorial@junkee.comjunkee.com
Satire / IndependentNSW

The Chaser

Political satire readers, progressive Australians, strong online presence

Why pitch here: The Chaser's satirical takes on corporate and government accountability get significant pickup in mainstream media. A well-timed piece can drive the story into broader coverage.
💡Angle: Satirical accountability piece on scheme coordinators / government inaction on 20c reform
editor@chaser.com.auwww.chaser.com.au
News PodcastNational

7am Podcast (Solstice Media)

Australia's #1 independent daily news podcast — 200K+ daily listeners, educated progressive audience, strong policy focus

Why pitch here: 7am is Australia's most listened-to independent news podcast. Now owned by Solstice Media (as of 2025). They cover environment, policy and government accountability stories in depth. The unclaimed deposits angle is a perfect 7am investigation.
💡Angle: Policy investigation: 'The container deposit scheme — who benefits from unclaimed refunds?' — data-led, government accountability angle
7ampodcast@solsticemedia.com.au7ampodcast.com.au
News PodcastNational

Squiz Today Podcast (Squiz Media)

Australia's #1 independent news podcast OUTSIDE the ABC — Top 12 Australian Podcast Ranker (confirmed May 2024), predominantly professional women 25–50

Why pitch here: Squiz Today is the biggest independent news podcast in Australia. Claire Kimball and Kate Watson cover policy, consumer affairs and environment. PM Albanese chose them as his first podcast. The 20c campaign is exactly their brief.
💡Angle: Consumer policy: 'The recycling scheme that's been short-changing Australians since 1977 — the case for 20c'
hello@squizmedia.com.auwww.thesquiz.com.au
Business PodcastNational

The Mentor with Mark Bouris (Mentored Studios / Nova)

Australian SME owners and entrepreneurs — one of Australia's longest-running business podcasts, partnered with Nova Entertainment 2025

Why pitch here: Mark Bouris interviews business leaders, founders and disruptors. The 'Recycling Games as a business and social enterprise innovation' angle is a perfect fit. His audience of entrepreneurs is exactly who should know about this campaign.
💡Angle: Business innovation: 'The startup using gamification to crack Australia's $1B recycling problem' — entrepreneurial social enterprise story
support@mentored.com.aumentored.com.au
Business / Finance PodcastNational

Equity Mates Investing Podcast

500K+ community members — Australia's biggest independent investing podcast, millennial investors, ESG-conscious audience

Why pitch here: Equity Mates covers ESG investing, circular economy and impact investing regularly. Their audience of young, ethically-minded investors are exactly who should know about the 20c campaign and the investment opportunity in CDS reform.
💡Angle: ESG/Impact investing: 'The $1B circular economy opportunity hiding in plain sight — Australia's container deposit reform case'
hello@equitymates.comequitymates.com
The 10c Recycling Games

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Last updated: June 2026 | Governed by the laws of Western Australia, Australia

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About this initiative

The 10c Recycling Games — powered by the Behaviour Change Experiment, Australia's largest behavioural experiment — is a planned national initiative currently in its Expression of Interest (EOI) phase, with launch anticipated in Australia in the coming months. This website presents the program framework, supporting research, and data analysis in preparation for that launch.

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