Rethinking Advocacy: Why we started Salus Advisory

If you’ve ever felt like your organisation’s ideas weren’t getting the traction they deserve, despite being backed by evidence and clear need, you’re not alone.

Advocacy has long been viewed as a game of access – who you know, how many doors you can open, and the strength of personal networks. But we think that approach is fundamentally flawed. Too often, advocacy is treated as an exercise in relationship-building rather than a structured, strategic discipline. Access alone doesn't drive change – smart strategy does.

That's why we started Salus Advisory.

We work behind the scenes to help organisations with complex missions move the needle where it matters most. Our clients include nonprofits tackling entrenched social issues, purpose-led businesses developing innovations in healthcare and digital health, and community leaders responding to emerging challenges in real time. These organisations are deeply embedded in the communities they serve. They understand what’s needed, what’s working, and what’s missing. But they often face a critical barrier: they don’t know how to communicate their needs in ways that influence policy or secure investment.

The irony is, these are often the very voices government wants - and needs - to hear. But too many good ideas are lost because the message isn’t clear, the timing isn’t right, or the strategy doesn’t land.
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A New Era of Opportunity

As Salus Advisory launches, Australia is entering a new political cycle. A revitalised and strengthened progressive Labor government presents fresh opportunities for purpose-driven organisations to shape policy, secure investment, and drive reform. But new opportunities require new approaches.

We work with organisations navigating complexity—across sectors where shifting policy, public pressure, or funding decisions can change everything. Taking advantage of this moment means thinking strategically, understanding how government works, and acting decisively at the right time.
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Our Approach: Strategic Advocacy That Leads to Action

At Salus, we believe advocacy isn’t about momentary influence - it’s about building sustained pressure, using smart strategy to move ideas forward. We help clients turn good ideas into outcomes by identifying the right people to engage, the right arguments to make, and the right time to act.

Our team brings deep expertise gained from years working inside government and with decision-makers. We understand the constraints, the politics and the pressure - and we help clients cut through.

We are especially focused on identifying the right windows of opportunity - moments when political, economic, and social conditions are aligned to create real potential for change. Whether it’s budget season, pre-election momentum, or post-crisis policy resets, we help clients understand what’s possible, and how to make it happen.
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Cutting Through Complexity

Clarity is the foundation of strategy. When advocacy gets bogged down in technical detail, bureaucratic jargon, or internal politics, progress stalls. We help clients strip back the noise and focus on what matters.

We help organisations find clarity in complex policy environments - narrowing in on the issues, relationships, and approaches that matter most. Whether it's developing the strategy behind an advocacy push or pressure-testing how policy ideas align with government priorities, we help clients define their path forward and act with purpose.

But clarity alone isn’t enough. Once the strategy is clear, the message needs to land. That’s where communications come in.
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Communicating Effectively

Even the strongest policy case will fall flat if it isn’t clearly articulated. Good advocacy depends not only on strategy and relationships, but on the ability to communicate ideas in ways that resonate with diverse audiences.

We help clients take complex, technical, or misunderstood issues and translate them into narratives that connect with government decision-makers, stakeholders, the media, and the public. Our messaging work is grounded in evidence and shaped for influence.

We understand what different audiences care about and ensure our clients' communications speak directly to those interests with clarity, confidence, and credibility.
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Building Strategic Frameworks

Advocacy success isn't built on one good meeting. It’s built on structure, consistency, and a long-term view. The most effective organisations are those that invest in systems and frameworks that help them influence decision-making over time, not just in moments of urgency.

We help our clients go beyond reactive engagement. That means building in the strategy, data, tools, and internal capability needed to engage with purpose and adapt with confidence - regardless of who is in government or what’s dominating the news cycle.

From stakeholder mapping to performance tracking, message refinement to risk analysis, we equip our clients with the foundations they need to become more effective advocates over time. Our approach is transparent, research-driven, and built on strong methodologies.
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Our Core Services

We offer strategic support across four key areas:

Policy, Advocacy & Government Relations

• Developing and executing advocacy strategies that influence policy decisions
• Monitoring and intelligence gathering to keep clients ahead of policy changes
• Creating evidence-based policy positions and engaging with decision-makers

‍Strategic Communications

• Translating complex policy issues into compelling narratives
• Building coalitions and managing stakeholder relationships
• Developing targeted messaging for different stakeholders

Strategy, Risk & Market Advisory

• Helping clients understand and navigate policy and regulatory environments      
• Providing strategic intelligence on upcoming policy shifts
• Identifying market opportunities arising from government priorities

Funding Strategy, Tenders & Proposals

• Crafting persuasive, well-positioned funding proposals that align with government priorities
• Developing competitive tender responses
• Identifying and securing appropriate funding opportunities

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The Salus Difference

We operate with a lean, proven model - working fast when needed, partnering long-term where it matters, and always focused on outcomes over optics. We believe in honesty, transparency, and delivering real impact.

Our approach is:

• Strategic and results-driven – no overpromising, no empty lobbying tactics
• Non-partisan – engaging across the political landscape for maximum influence
• Built on expertise – with access that’s earned, informed and strategically applied.

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