Like it or not, marketing puts bums on seats.
Yes, I'm sure some have been driven to book a Qantas seat as a result of this campaign; some have chosen not to for the same reason.
If Qantas can afford 5 million spend on this and manufacture thousands of rings, then I'm sure we can demand improvements in pay and conditions next EBA given so much was traded away recently.
…."Sorry. We spent the cash put aside for your 'bonus' on our (yours and mine!) #Equalityis campaign."
Actually, there's an idea. The CEO and senior executives could show their support for the campaign by donating $5million of their bonus to save the Company the expense. That would generate masses of engagement with the apparent majority of staff that support the project, sell more seats and create an even greater bonus! I should be CEO!!