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We’ve Got Your Back Online Safety campaign

The brief

The Australian Government introduced new online safety laws in January 2022 to protect Australians from serious online harm and abuse. The first of their kind laws, represented a significant communications challenge, to ensure people who are most at risk of experiencing serious online harm or abuse are aware of the protections available to them, while managing wider community expectations about what the laws would cover.

Working with our Federal Government village colleagues, we provided advice, from developmental research through to production, to facilitate the most effective creative territory for communicating the new laws to First Nations audiences.

Social assets for Online Safety campaign

Creative approach

Utilising the overarching brand creative ‘We’ve Got Your Back’ developed by TBWA, we introduced two community spokespeople as part of the campaign to feature across the videos and materials.

Proud Yankunyjatjara and Wirangu woman Shelley Ware, and Yolgnu woman Leila Gurruwiwi, featured in video materials to simplify the messaging, build trust and ensure the content was relatable to community.

We developed and designed community resources to work in conjunction with the campaign’s paid advertising, that detail information on the new laws and where to access them for First Nations audiences.

We also developed printed resources for nation-wide community stakeholders, including public libraries and key touch points such as Aboriginal Medical Services and community groups, to enhance accessibility for people who may not have easy access to digital channels.

Community booklet for Online Safety campaign

The impact

The creative was seen as engaging and topical for the community, with online safety seen as a priority issue across generations.

Feedback on the campaign among First Nations stakeholder groups was highly positive, with eNewsletter content exceeding benchmarks in open rates, click-throughs and website traffic.

Campaign evaluation found recognition and recall of the campaign materials to be highest among Aboriginal and Torres Strait Islander audiences, demonstrating the effectiveness of the campaign approach in appealing to the community.

The eSafety website provides ongoing advice and support to protect communities from serious online abuse.

Posters for Online Safety campaign

Client feedback

“This is a team of insightful problem-solvers, who are collaborative and have thoroughly understood the objectives and goals throughout our project. 33 Creative are passionate about engaging and communicating effectively with our First Nations communities. They understand the opportunities and the barriers. I wouldn’t hesitate recommending working with them.”

 Jodi Gatfield, Online Safety, Campaign Manager 

We’ve Got Your Back Online Safety campaign

The brief

The Australian Government introduced new online safety laws in January 2022 to protect Australians from serious online harm and abuse. The first of their kind laws, represented a significant communications challenge, to ensure people who are most at risk of experiencing serious online harm or abuse are aware of the protections available to them, while managing wider community expectations about what the laws would cover.

Working with our Federal Government village colleagues, we provided advice, from developmental research through to production, to facilitate the most effective creative territory for communicating the new laws to First Nations audiences.

Community booklet for Online Safety campaign

The impact

The creative was seen as engaging and topical for the community, with online safety seen as a priority issue across generations.

Feedback on the campaign among First Nations stakeholder groups was highly positive, with eNewsletter content exceeding benchmarks in open rates, click-throughs and website traffic.

Campaign evaluation found recognition and recall of the campaign materials to be highest among Aboriginal and Torres Strait Islander audiences, demonstrating the effectiveness of the campaign approach in appealing to the community.

The eSafety website provides ongoing advice and support to protect communities from serious online abuse.

Stay Healthy and Strong, National Bowel Cancer Campaign ambassador, Waanyi, Gangalidda and Erub man, Trevor Tim. Stay Healthy and Strong, National Bowel Cancer Campaign assets

Client feedback

“This is a team of insightful problem-solvers, who are collaborative and have thoroughly understood the objectives and goals throughout our project. 33 Creative are passionate about engaging and communicating effectively with our First Nations communities. They understand the opportunities and the barriers. I wouldn’t hesitate recommending working with them.”

 Jodi Gatfield, Online Safety, Campaign Manager 

A new instructional video was also developed to support health professionals in face-to-face engagement with community groups. This responded to community feedback that understanding how the kits work resulted in a stronger likeliness to complete the screening test, by breaking down fear of the unknown.

All content is also available via the National Bowel Cancer Screening channel on IndigiTube, hosted by First Nations Media Australia.

Artwork graphics and icons featured through the campaign are by Ngarrindjeri man Jordan Lovegrove.

Stay Healthy and Strong, National Bowel Cancer Campaign ambassador, Gamilaraay woman, Aunty Lucy Allan.

The impact

Early results from the campaign show the strengths-based approach is driving positive change, and momentum within the community is growing.

In 2022:

  • 1 in 4 people reported campaign recall
  • 1 in 3 people reported discussing the campaign with others

So far in 2023, we have achieved:

  • 92% increase in website visits from 2022-2023
  • 95% increase in resource downloads from 2022-2023
  • NITV program integration with Over the Black Dot reached 167,231 with more than 385,340 impressions

Future campaigns aim to build on this foundation work and further encourage conversations around bowel cancer screening, using a strengths based positive approach.

We’d like to thank our campaign talent and spokespeople, for sharing their personal experiences to break down stigma and encourage others in the community to stay healthy and strong.

  • Dr Joel Wenitong (Gubbi Gubbi)
  • John Paul Janke (Wuthathi, Meriam)
  • Trevor Tim (Waanya, Gangalidda, Erub)
  • Simone Jordan (Wiradjuri)
  • Aunty Lucy Allan (Gamilaraay)
  • Renee Bani (Kaanju and Wagadagam)
  • Russell Jeffrey (Woolwanga)
  • Jill Gallagher (Gunditjmarra)
  • Uncle Moogy (Ngarrindjeri Aboriginal Elder)

We were pleased this campaign was recognised with the First Nations Media Australia Award for Best 2023 Campaign. It was also shortlisted in the 2023 B&T Awards for Best Regional Media Campaign!

We’ve Got Your Back Online Safety campaign

The brief

The Australian Government introduced new online safety laws in January 2022 to protect Australians from serious online harm and abuse. The first of their kind laws, represented a significant communications challenge, to ensure people who are most at risk of experiencing serious online harm or abuse are aware of the protections available to them, while managing wider community expectations about what the laws would cover.

Working with our Federal Government village colleagues, we provided advice, from developmental research through to production, to facilitate the most effective creative territory for communicating the new laws to First Nations audiences.

The Hon Linda Burney MP
Minister for Indigenous Australians, the Hon Linda Burney MP addressed the delegates on the first morning of the summit.
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The impact

The creative was seen as engaging and topical for the community, with online safety seen as a priority issue across generations.

Feedback on the campaign among First Nations stakeholder groups was highly positive, with eNewsletter content exceeding benchmarks in open rates, click-throughs and website traffic.

Campaign evaluation found recognition and recall of the campaign materials to be highest among Aboriginal and Torres Strait Islander audiences, demonstrating the effectiveness of the campaign approach in appealing to the community.

The eSafety website provides ongoing advice and support to protect communities from serious online abuse.

Community booklet for Online Safety campaign

Creative approach

Utilising the overarching brand creative ‘We’ve Got Your Back’ developed by TBWA, we introduced two community spokespeople as part of the campaign to feature across the videos and materials.

Proud Yankunyjatjara and Wirangu woman Shelley Ware, and Yolgnu woman Leila Gurruwiwi, featured in video materials to simplify the messaging, build trust and ensure the content was relatable to community.

We developed and designed community resources to work in conjunction with the campaign’s paid advertising, that detail information on the new laws and where to access them for First Nations audiences.

We also developed printed resources for nation-wide community stakeholders, including public libraries and key touch points such as Aboriginal Medical Services and community groups, to enhance accessibility for people who may not have easy access to digital channels.

Stay Healthy and Strong, National Bowel Cancer Campaign ambassador, Gamilaraay woman, Aunty Lucy Allan.

Client feedback

“This is a team of insightful problem-solvers, who are collaborative and have thoroughly understood the objectives and goals throughout our project. 33 Creative are passionate about engaging and communicating effectively with our First Nations communities. They understand the opportunities and the barriers. I wouldn’t hesitate recommending working with them.”

 Jodi Gatfield, Online Safety, Campaign Manager 
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33 Creative would like to thank the Australia Council for the Arts for the opportunity to work on such an historic gathering.

We’ve Got Your Back Online Safety campaign

The brief

The Australian Government introduced new online safety laws in January 2022 to protect Australians from serious online harm and abuse. The first of their kind laws, represented a significant communications challenge, to ensure people who are most at risk of experiencing serious online harm or abuse are aware of the protections available to them, while managing wider community expectations about what the laws would cover.

Working with our Federal Government village colleagues, we provided advice, from developmental research through to production, to facilitate the most effective creative territory for communicating the new laws to First Nations audiences.

Community booklet for Online Safety campaign

The impact

The creative was seen as engaging and topical for the community, with online safety seen as a priority issue across generations.

Feedback on the campaign among First Nations stakeholder groups was highly positive, with eNewsletter content exceeding benchmarks in open rates, click-throughs and website traffic.

Campaign evaluation found recognition and recall of the campaign materials to be highest among Aboriginal and Torres Strait Islander audiences, demonstrating the effectiveness of the campaign approach in appealing to the community.

The eSafety website provides ongoing advice and support to protect communities from serious online abuse.

The concerts next performances were from Jessie Lloyd and Dr Shellie Morris AO for a nod to the past. We then honoured those who have passed with Radical Son and Yuwaya Wilma Lu Danz Company. The concerts final performances facilitated by Culture is Life, looked toward the future with musical performances from Madi Colville-Walker and Kiwat both . Interspersed throughout the concert were speeches from the Healing Foundation Chair, Steve Larkin, the Hon Linda Burney MP, the Hon Senator Patrick Dodson, Aunty Pat Turner and Ian Hamm from the Healing Foundation Stolen Generations Reference Group and members of the Youth Reference Group, Blake Tatafu and Ellen Karimanovic.

The Event also included a gathering space and culturally safe spaces.

All images supplied by Healing Foundation.

Smoking Ceremony Welcome to Country Paul House and Aunty Matilda House-Williams Muggera at Counting Actions Not Anniversaries Counting Actions Not Anniversaries Counting Actions Not Anniversaries

We’ve Got Your Back Online Safety campaign

The brief

The Australian Government introduced new online safety laws in January 2022 to protect Australians from serious online harm and abuse. The first of their kind laws, represented a significant communications challenge, to ensure people who are most at risk of experiencing serious online harm or abuse are aware of the protections available to them, while managing wider community expectations about what the laws would cover.

Working with our Federal Government village colleagues, we provided advice, from developmental research through to production, to facilitate the most effective creative territory for communicating the new laws to First Nations audiences.

The show

The 2022 National NAIDOC theme ‘Get up! Stand Up! Show Up!’ provided a powerful and thought-provoking backdrop to the production of the pinnacle event.

Hosted by Steven Oliver and Shelley Ware, the evening commenced with a warm Welcome to Country from Aunty Joy Murphy-Wandin including a call to country from Chenille Chandler, a smoking ceremony and a performance by the Djirri Djirri Dance Group.

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Creative approach

Utilising the overarching brand creative ‘We’ve Got Your Back’ developed by TBWA, we introduced two community spokespeople as part of the campaign to feature across the videos and materials.

Proud Yankunyjatjara and Wirangu woman Shelley Ware, and Yolgnu woman Leila Gurruwiwi, featured in video materials to simplify the messaging, build trust and ensure the content was relatable to community.

We developed and designed community resources to work in conjunction with the campaign’s paid advertising, that detail information on the new laws and where to access them for First Nations audiences.

We also developed printed resources for nation-wide community stakeholders, including public libraries and key touch points such as Aboriginal Medical Services and community groups, to enhance accessibility for people who may not have easy access to digital channels.

Community booklet for Online Safety campaign

The impact

The creative was seen as engaging and topical for the community, with online safety seen as a priority issue across generations.

Feedback on the campaign among First Nations stakeholder groups was highly positive, with eNewsletter content exceeding benchmarks in open rates, click-throughs and website traffic.

Campaign evaluation found recognition and recall of the campaign materials to be highest among Aboriginal and Torres Strait Islander audiences, demonstrating the effectiveness of the campaign approach in appealing to the community.

The eSafety website provides ongoing advice and support to protect communities from serious online abuse.

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Client feedback

“This is a team of insightful problem-solvers, who are collaborative and have thoroughly understood the objectives and goals throughout our project. 33 Creative are passionate about engaging and communicating effectively with our First Nations communities. They understand the opportunities and the barriers. I wouldn’t hesitate recommending working with them.”

 Jodi Gatfield, Online Safety, Campaign Manager 

33 Creative would like to thank the Australia Council for the Arts for the opportunity to work on such an historic gathering.

2022 Naarm NAIDOC Awards acknowledged at Australian Event Awards

33 Creative were awarded the Victorian State Award for Best Cultural, Arts or Music Event at the Australian Event Awards and Symposium held on Darug Country on Wednesday 13 September, for the 2022 National NAIDOC Awards.

Production Team 2022 National NAIDOC Awards, Naarm

Accepting the award on behalf of the 33 Creative team, Director and Co-Founder Georgia Cordukes said the award was an honour for all of the stakeholders involved in bringing the event to life.

“We want to extend a big thank you to the Victorian NAIDOC Committee for allowing us to host the event on your Country. We also want to thank the National NAIDOC Committee, the National Indigenous Australians Agency, NITV and all the First Nations suppliers we engaged to put on the event for their collaborative spirit. Together, we created something extraordinary,” said Georgia.

Wiradjuri woman, Director and co-Founder Mayrah Sonter said the event was a labour of love, that brought the importance of culture and Blak excellence to the national and international stage.

“NAIDOC week is a highlight of our year. It is our time to celebrate our mob and our achievements and importantly, reconnected after a period of isolation during COVID-19 lockdowns. To have that celebration in Naarm, was really special,” said Mayrah.

“The National NAIDOC Awards isn’t just an event. It’s a celebration. It’s a testament to the power of collaboration, and we at 33 Creative are truly honoured to have been part of this journey.”

Full details of the event, including First Nations designers and suppliers engaged visit our project feature online.

John Paul Janke urges mob to screen regularly for bowel cancer

After turning 50, Wuthathi and Meriam man from Far North Queensland, John Paul Janke, did his first bowel cancer screening test using the free mailing kit sent to his home.

Having completed the test a couple of times since then, he is encouraging all mob over 50 to complete the simple screening test that can save your life.

“As Aboriginal and Torres Strait Islander peoples, we need to have important conversations about our health,” says John Paul.

John Paul Janke urges mob to screen regularly for bowel cancer

“Bowel screening is something that is simple, free and easy to do. We need to encourage our brothers and sisters to participate, there’s absolutely no shame in looking after your health and wellbeing.”

Bowel cancer is one of the most common cancers affecting Aboriginal and Torres Strait Islander people but with regular screening and if found early, nearly all bowel cancers can be successfully treated.

“There is no shame in doing the test and looking after yourself and your family,” says John Paul in the podcast. As a father of four boys, his health is an important part of being there for his family.

“As a Dad I want to be around for my family for years to come, to see my boys grow up and become young men. The test is simple, free and easy, and the outcome is huge – it can save your life,” says John Paul.

John Paul encourages people to have a yarn with their health professional if they have any concerns about bowel cancer screening and how to do the screening test.

“There is no time like the present. If you’re 50 or over, have a yarn to your local AMS or healthcare provider about doing the test, get on top of it early,” says John Paul.

All Australian’s aged 50-74 will receive the self-screening kit in the mail every two years. Replacement kits can be ordered through GPs or health clinics, or by calling the National Cancer Screening Register on 1800 627 701.

“There is no shame you mob – screen for bowel cancer today, you won’t regret it,” says John Paul.

John Paul Janke is host of NITV’s flagship program The Point, Presenter of ABC Radio Canberra and also contributes occasionally to The Project on Network Ten.

For more information about the benefits of bowel cancer screening visit www.indigenousbowelscreen.com.au.

John Paul Janke urges mob to screen regularly for bowel cancer

After turning 50, Wuthathi and Meriam man from Far North Queensland, John Paul Janke, did his first bowel cancer screening test using the free mailing kit sent to his home.

Having completed the test a couple of times since then, he is encouraging all mob over 50 to complete the simple screening test that can save your life.

“As Aboriginal and Torres Strait Islander peoples, we need to have important conversations about our health,” says John Paul.

John Paul Janke urges mob to screen regularly for bowel cancer

“Bowel screening is something that is simple, free and easy to do. We need to encourage our brothers and sisters to participate, there’s absolutely no shame in looking after your health and wellbeing.”

Bowel cancer is one of the most common cancers affecting Aboriginal and Torres Strait Islander people but with regular screening and if found early, nearly all bowel cancers can be successfully treated.

“There is no shame in doing the test and looking after yourself and your family,” says John Paul in the podcast. As a father of four boys, his health is an important part of being there for his family.

“As a Dad I want to be around for my family for years to come, to see my boys grow up and become young men. The test is simple, free and easy, and the outcome is huge – it can save your life,” says John Paul.

John Paul encourages people to have a yarn with their health professional if they have any concerns about bowel cancer screening and how to do the screening test.

“There is no time like the present. If you’re 50 or over, have a yarn to your local AMS or healthcare provider about doing the test, get on top of it early,” says John Paul.

All Australian’s aged 50-74 will receive the self-screening kit in the mail every two years. Replacement kits can be ordered through GPs or health clinics, or by calling the National Cancer Screening Register on 1800 627 701.

“There is no shame you mob – screen for bowel cancer today, you won’t regret it,” says John Paul.

John Paul Janke is host of NITV’s flagship program The Point, Presenter of ABC Radio Canberra and also contributes occasionally to The Project on Network Ten.

For more information about the benefits of bowel cancer screening visit www.indigenousbowelscreen.com.au.

“With this knowledge and experience, I can travel anywhere in Australia and get a job. It doesn’t matter if you’re my age or just starting out in the workforce, this job can take you places. I love that.

“It’s a great option for people who want to travel,” said Herman.

Herman believes that the sector could definitely benefit from more Aboriginal and Torres Strait Islander people joining the aged care workforce.

“Here, in Broome, we have Aboriginal and Torres Strait Islander people in care. It’s good to know they are in a safe place and getting the care they need.

“I would encourage people of any age to give this job a go. You will be supported every step of the way with training, mentoring and buddy shifts at first to get used to the role. There are three or four different shifts in most (workplaces) so the hours can be very flexible.

“Once you’ve got some experience, you have so many job opportunities wherever you want to go right across the country.

“I’ve been here for 12 years now. It must be good,” said Herman.

One of the reasons people work in aged care is the benefits it brings to both the residents and themselves. For Herman, he loves the connection and sense of mutual trust he has with the older people in his care.

“When you have a genuine connection with an older person they know, even if their eyesight or hearing is low, you come to them with an honest and open heart and they are happy to trust their care to you. That’s enormously rewarding and something that is missing from so many other jobs.”

For more information about how 33 Creative were engaged to support the development and implementation of the Care and Support Workforce campaign view our project overview here.
Hear from Herman on IndigiTube.
See more stories from the care and support sector or visit careandsupportjobs.gov.au for a life changing life and rewarding career.

The brief

Take Blaktion is a sexual health campaign to enhance screening and testing within the community, a partnership between NSW Health and Aboriginal Health and Medical Research Council of NSW.

The campaign utilises community ambassadors in a series of comedic skits to destigmatise and enhance engagement on various sexual health topics. Content is short and playful, engaging users on social media, enhanced through paid placement and boosted content.

video

“As a Dad I want to be around for my family for years to come, to see my boys grow up and become young men. The test is simple, free and easy, and the outcome is huge – it can save your life,” says John Paul.

John Paul encourages people to have a yarn with their health professional if they have any concerns about bowel cancer screening and how to do the screening test.

“There is no time like the present. If you’re 50 or over, have a yarn to your local AMS or healthcare provider about doing the test, get on top of it early,” says John Paul.

All Australian’s aged 50-74 will receive the self-screening kit in the mail every two years. Replacement kits can be ordered through GPs or health clinics, or by calling the National Cancer Screening Register on 1800 627 701.

“There is no shame you mob – screen for bowel cancer today, you won’t regret it,” says John Paul.

John Paul Janke is host of NITV’s flagship program The Point, Presenter of ABC Radio Canberra and also contributes occasionally to The Project on Network Ten.

For more information about the benefits of bowel cancer screening visit www.indigenousbowelscreen.com.au.

For more information about how 33 Creative were engaged to support the development and implementation of the Care and Support Workforce campaign view our project overview here.
Hear from Herman on IndigiTube.
See more stories from the care and support sector or visit careandsupportjobs.gov.au for a life changing life and rewarding career.
video
video

The brief

33 Creative have been working with Aboriginal Employment Strategy since our inception! We were delighted to be approached to help support the AES in developing their 25th anniversary strategy and supporting brand activation – We Deadly Together.

Statement of Impact

Creative approach

We wanted to create a yearlong celebration of events and activities, that tell the story of the AES, it’s people and community.

The program commenced in Moree, regional NSW in 1997, to address high unemployment of youth in the region. 25 years later, AES is now the longest running Aboriginal employment service, with a national reach and more than 13 regional offices.

The creative approach was designed to celebrate community and the people that have been a part of the AES journey over the last 25 years. We want to celebrate the strength, resilience and determination that helps AES deliver its vision – a career opportunity for every Indigenous Australian.

AES 25th Birthday Social Tiles

The impact

We developed a fun celebratory brand ‘We Deadly Together’ to support the AES collateral and activities throughout 2022 and rolling out the communications strategy for the year, including a partnership with the NRL Indigenous All Stars, establishment of a newsletter and social media calendar and a promoting success stories in the community.

We also worked with the AES team to share their story of impact to grow their reach and partners as part of the long-term growth of the organisation.

We wish the AES all the best in their next 25 years!

AES Banner