In response to the Australian bush fires and the very first outbreaks of COVID 19 in China, Australia China Business Council (ACBC) launched a national campaign promoting the sustainability of Australia’s relationship with China. ‘Australia and China had both experienced a tragic start to the new year,’ said ACBC National CEO, Helen Sawczak. ‘We wanted to send a strong message of support to our Chinese friends, that we continued to stand with them throughout the crises both countries were facing.’ Talking to both English and Chinese speaking audiences meant the picture had to be worth many words. The creative solution incorporated the unmistakable symbols of a koala and panda bear ‘supporting each other’ – reminding us that we are all dependent on something much bigger than we think. The launch of full-page advertisements in The Australian coincided with posts on Australian and Chinese social media platforms. Messaging also featured at Australian landmarks such as Federation Square and Melbourne Airport. The campaign attracted huge interest from the corporate community and the Chinese community was eager to express its support for the initiative.