ABRI Industry Profile Launch
Client: Association For The Battery Recycling and Reuse Industry (ABRI)
Industry: Industry Association
Location: National
Team: Patrick Gee
Timeline: March 2026
Scope of work: PR and Communications
National PR & Communications Campaign
In March 2026, Tuesday Creatives led the national PR and communications campaign for the launch of the Association For The Battery Recycling and Reuse Industry (ABRI) landmark Battery Materials Recovery Industry Profile, developed by Positive Economics.
Launched at a showcase event at Parliament House in Canberra, the report positioned Australia’s battery recycling and materials recovery sector as a growing economic force with major implications for manufacturing, critical minerals recovery, circular economy capability and national resilience.
The campaign was designed to shape industry perception, strengthen ABRI’s authority and elevate the national conversation around battery recycling in Australia.
The result was widespread media coverage across mainstream, regional and trade media, reaching an estimated 1.3 million to 2.5 million Australians.
1.3M-2.5M
Estimated earned media reach
28
Publications covered the campaign nationally
19
Direct media placements
the challenge
ABRI needed a communications campaign capable of translating a technical economic report into a compelling national story.
The launch needed to resonate across multiple audiences simultaneously, including policymakers, industry stakeholders, media, sustainability sectors and the broader public.
At the same time, ABRI needed to maintain an independent industry voice while coordinating alongside member organisations and external stakeholders involved in the broader conversation.
The campaign also needed to support advocacy objectives around circular economy policy, battery recycling capability and the future of Australia’s domestic materials recovery industry.
Our Approach
Tuesday Creatives developed and executed a targeted national PR strategy designed to balance scale with relevance while positioning ABRI as the leading voice for Australia’s battery recycling industry.
Content & Messaging
Tuesday Creatives led the development of the campaign’s media and messaging assets.
This included:
Writing multiple tailored press release variations for different media audiences
Developing targeted media pitches for national, regional and trade publications
Publishing supporting blog and website content on launch day
Developing messaging frameworks to ensure consistency across policy, economic and industry narratives
The messaging intentionally positioned battery recycling within broader national conversations around manufacturing, supply chain resilience, clean energy transition and economic growth.
Strategy & Planning
Tuesday Creatives developed a detailed communications strategy aligned with ABRI’s policy, advocacy and industry positioning objectives.
This included:
Defining key messaging pillars around economic impact, circular economy opportunity and sovereign capability
Framing the industry as a strategic economic opportunity rather than simply a waste or recycling issue
Building media angles tailored to different audience groups and publication types
Coordinating communications timing around the Parliament House showcase event to maximise relevance and momentum
Collaborating closely with stakeholder communications teams to strategically amplify reach while ensuring ABRI maintained an independent industry position
Media Outreach & Coordination
Tuesday Creatives and managed a targeted media outreach campaign across national, regional and industry outlets.
This included:
Coordinating an exclusive with AAP to expand national pickup opportunities
Conducting direct journalist outreach and follow-up
Managing local Canberra media engagement around the Parliament House event
Distributing tailored media releases to industry and news media separately
Coordinating stakeholder communications activity to support broader amplification
The campaign combined high-reach mainstream exposure with targeted industry coverage reaching decision-makers across manufacturing, recycling, energy and sustainability sectors.
the result
The campaign delivered strong national visibility across a mix of mainstream, regional and industry media.
Campaign Outcomes
19 direct media placements
9 additional publications through stakeholder amplification
Estimated earned media reach of 1.3M–2.5M Australians
Coverage across 28 publications nationally
Coverage included outlets such as
Canberra Times
SBS Podcast
SmartCompany
PV Magazine Australia
Waste Management Review
Australian Manufacturing
Energy Magazine
The Driven
Illawarra Mercury
The Courier
Why It Worked
This wasn’t just a media release distributed broadly. It was a coordinated communications campaign built around a strategically important industry moment.
Clear Narrative
The campaign positioned battery recycling as an economic and strategic opportunity, not simply an environmental or waste-management issue.
Strategic Media Mix
The outreach strategy balanced scale with relevance, combining mainstream visibility with highly targeted industry publications read by policymakers, manufacturers and sector stakeholders.
Stakeholder Alignment
Coordinated communications with external stakeholders and partner organisations helped amplify reach without compromising ABRI’s independent voice.
Timing & Relevance
Launching alongside the Parliament House showcase event created immediacy, authority and stronger media relevance.
The Takeaway
One well-timed, strategically positioned story can create significant cut-through when the narrative, timing and distribution strategy align.
For ABRI, the campaign delivered:
National visibility
Stronger positioning with policymakers and stakeholders
Increased awareness of the battery recycling industry’s economic and strategic importance
A stronger platform for future advocacy and industry leadership
Source material drawn from ABRI Monthly Report – March 2026.
