Under the title We Fight for Fair, the advertising campaign includes a 30 second commercial which will tonight hit prime-time screens - across several networks in several states - as well as a weekly blog with The Daily Telegraph in which lawyer Rebecca Gilsenan will provide legal advice on a broad range of issues.

According to the firm's national knowledge manager Anthony Bleasdale, the campaign is designed to bring home the message that Maurice Blackburn is a firm which fights for social justice.

"The ... campaign reinforces the fact that here at Maurice Blackburn we do fight harder for our clients to try and get a little bit more for people who have suffered loss," he said.

"We're proud of the fact that we've been around since 1919 and have always supported everyday Australians. We also play a leading role through our commitment to social justice."

The advertising campaign comes in the wake of the release of the firm's inaugural Social Justice Practice Bulletin which provides information about the firm's social justice agenda.

"This firm is about making a difference," said CEO Greg Tucker.

"We are not just interested in financial outcomes and that's why these [social justice] cases are important to us in addition to the other ... work we do in fighting for compensation for people who have been injured or suffered loss."