Nothing is yet known about how Australian interest groups understand the relationship between the frames of communication utilised in their advocacy strategies and issue politicisation. This stems from an absence of academic investigation into the use of emphasis framing by Australian advocates as well as research into how these groups understand the role of issue politicisation in achieving the stated objectives of their organisations. The purpose of this research is to address these gaps through a qualitative research design probing the experience and expertise of practitioners. By applying contemporary models of advocacy strategies and framing, this research will attempt to unpack the incentives and outcomes around issue politicisation by interest groups. In doing so, this research will provide a framework to scholars studying the source of issue politicisation and its impact on how expert knowledge guides policymaking.