The ‘Natural Gas – Positive Energy’ campaign represented reached out to Australians from all walks of life. The social marketing campaign sought to educate people about the benefits natural gas – and what the people of Australia can gain by using it to meet more of more of its energy needs. Positive Energy Ambassadors Julie Goodwin, Australia’s first MasterChef, and Paul Howes, National Secretary of the Australian Workers Union, were a key element of the campaign launch at Parliament House on 20 August 2009. The launch was attended by more than 120 guests including parliamentarians and advisers, government officials, industry representatives, and received strong media coverage.