About us
Who's behind Soapbox?
Soapbox Campaign Co is led by Pamela Rose, Director and Strategist, based in South East Queensland.
Our Story
From grassroots to Soapbox
Pamela's campaigning began at the grassroots. She was an early supporter in community campaigns such as the push to end the cashless welfare card, and for more than a decade she has spoken up for carers and families living with disability. That work taught her that real change comes from ordinary people who understand their community and are willing to organise around it.
She put that lesson into practice as a founder of Dickson Decides, a community movement set up to find and back an independent candidate who would genuinely represent the people of Dickson.
When Ellie Smith stepped forward, Pamela became her campaign manager for the 2025 federal election. The campaign was part of one of the biggest upsets in Australian political history: the sitting Opposition Leader lost his seat, the first time that had ever happened at a federal election, ending his parliamentary career.
The community momentum didn't stop there. Only months later, Ellie was elected to the City of Moreton Bay Council at a by-election, winning almost two-thirds of the vote after preferences.
Pamela has worked with groups, candidates and campaigns around Australia at local, state and federal level. She has mentored new community groups motivated to change who represents them, helping them move from frustration to a plan: how to organise, how to find and back the right candidate, and how to run a campaign on a community budget. Her AI Tone Tech Tour training has helped campaigns running on a skeleton staff look and operate like a much bigger team.
She has been a guest speaker at Community Independents Project education sessions and has hosted live Q&A sessions with political figures and analysts including Doug Cameron, Rex Patrick, Ben Raue, Dof Dickinson and Matt Aldridge.
Across all of this work, one problem kept coming up: cost. Grassroots groups were each paying for the same tools on their own, when much of it could be shared. So when the founders of CORE Australia needed help to launch, Pamela stepped up. CORE gives community campaigns affordable access to the technology, training and peer support that would otherwise be out of reach. As founding President and Benefits Lead, Pamela guided CORE through its launch phase before handing over the reins and moving on to Soapbox.
Why Soapbox
Every community deserves a well-run campaign
Soapbox is built on years of on-the-ground campaign experience and access to a network of specialists who know community campaigning inside out. It exists because every community deserves a well-run campaign, whatever its budget. Professional staff can make a real difference, but not every group can afford them, and the best people for the job are often locals with the right training. Pamela helps candidates, community and advocacy groups build those skills through campaign strategy, campaign manager training and access to campaign insurance. Her demographic and mapping research helps groups understand who they're talking to, so they ask the right questions and shape policy around what locals actually need.
Insurance is a good example of what that looks like in practice. Most community campaigns don't realise they need cover until a venue, council or volunteer asks for it, and standard policies rarely fit the way grassroots groups operate. Pamela developed a campaign-specific master policy with Bruce Chiene Insurance Brokers, and that policy now sits with Soapbox. Any eligible group can join it, giving campaigns public liability and volunteer cover built for the work they actually do.
Our Network
A trusted network, not a one-person show
No single strategist can be an expert in everything a campaign throws up. Over the years, Pamela has built relationships with specialists across the campaign world, and when your group needs help beyond what Soapbox offers, she can connect you with people she has worked with and personally recommends. You get support that has already been tested, without the time and risk of finding it yourself.
Every campaign for change starts the same way: a few locals who decide their community deserves better and refuse to wait for someone else to fix it. Pamela has been one of those people, and she's spent years helping others take that first step. Soapbox exists to back them with the skills, cover and connections to turn frustration into a campaign that wins.
If that sounds like you, Pamela would love to hear from you.
Soapbox Campaign Co Pty Ltd
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