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The Coalition of Peaks video series

In 2022 and 2023, 33 Creative partnered with the Coalition of Peaks to produce a series of videos that communicate different aspects related to the work the Coalition of Peaks has been doing with Australian governments to close the health and education gaps that exist between Indigenous and non-Indigenous Australians.

The Coalition of Peaks are made up of over 80 Aboriginal and Torres Strait Islander community-controlled peak and member organisations across Australia who came together as an act of self-determination to work together with Australian governments on Closing the Gap.

Our team filmed several interviews with Coalition of Peaks members at two gatherings held in Melbourne and Sydney, and were centrally involved in the strategy, planning and coordination of the video series.

The brief

33 Creative were engaged by the Department of Social Services to support the development and implementation of the Care and Support Workforce campaign for Aboriginal and Torres Strait Islander audiences.

The campaign aims to raise awareness of the employment opportunities in the care and support sector – specifically aged care, disability support and veterans’ care – among Aboriginal and Torres Strait Islander audiences.

Care Workforce social tiles

The campaign

In developing the campaign, we commissioned an artwork by artist and person with  disability, Wayne Connelly of Yarrabah, ‘One People, One Fire’.

The creative approach featured a series of community-based care and support workers and the people they support, who shared their unique experiences as part of the sector to motivate others to join the workforce. We highlighted positive stories of working in the sector, showcasing the benefits to both support workers and the people they support. The creative featured Aboriginal aged care worker Julie and aged care recipient Joyce, and Aboriginal disability support worker Clinton, who provides in-home support to Denise.

We produced a range of advertising executions supported by relevant and culturally appropriate materials and resources, including video and written case studies and social media graphics.

We also developed a range of information materials and resources to promote the care and support sector such as factsheets, posters and a stakeholder toolkit, which we activated through engagement with stakeholders such as employment and student networks.

The outcome

We worked with community-based and national organisations to distribute the resources across Australia, generating grassroots engagement and action.

We are proud of the campaign and would especially like to thank our campaign supporters who shared their stories to drive positive change.

National Association of Aboriginal and Torres Strait Islander Health Workers – 2022 National Conference

We worked with the National Association of Aboriginal and Torres Strait Islander Health Workers (NAATSIHWP) to share the story of the association’s 2022 National Conference, held on Gadigal land in Sydney. NAATSIHWP is a national peak workforce association committed to ensuring Australia’s healthcare system meets the needs of Aboriginal and Torres Strait Islander people.

We produced, shot, edited and helped to coordinate and plan a series of videos to showcase the gathering and promote the important work being done by Aboriginal and Torres Strait Islander health workers across the country. All content was produced by our inhouse video production team.

National Association of Aboriginal and Torres Strait Islander Health Workers – 2022 National Conference

We worked with the National Association of Aboriginal and Torres Strait Islander Health Workers (NAATSIHWP) to share the story of the association’s 2022 National Conference, held on Gadigal land in Sydney. NAATSIHWP is a national peak workforce association committed to ensuring Australia’s healthcare system meets the needs of Aboriginal and Torres Strait Islander people.

We produced, shot, edited and helped to coordinate and plan a series of videos to showcase the gathering and promote the important work being done by Aboriginal and Torres Strait Islander health workers across the country. All content was produced by our inhouse video production team.

The approach

Our video production team worked closely with JRNSW to develop the creative approach for the videos, helping to coordinate talent, locations, interview questions and all logistical aspects of the production.

The videos were filmed across multiple locations in the New South Wales communities of Moree and Mt Druitt, involving several speakers from each community.

“This was a wonderful project to be a part of. From a production point of view, the Moree youth event and river gathering provided great opportunities to acquire interesting b-roll. We wanted powerful portrait shots of local community members to be a feature of the videos. Our team consisted of a single videographer supported by two production assistants. By opting for a lightweight camera and lighting setup, we were able to adapt, on the run, to various interview locations where prior location scouting wasn’t always possible. The closer proximity of the Mt Druitt shoot allowed us to bring some additional lighting equipment that made it possible to transform the look of a small and challenging room within a local community centre for several key interviews.”

33 Creative Video Production Director, Jake Keane

Isaiah Just Reinvest

Client Testimonial

“The team at 33 Creative brought their expert guidance and enthusiastic engagement right from the initial planning stages of our filming project. Their creative expertise made the filming process seamless and ensured the final products were of the highest quality. The team at 33 Creative were incredibly responsive and flexible in meeting our needs, especially given the uncertainty of a changing COVID landscape. From the outset of strategic planning through to the delivery of the final videos, everyone was impressed by the team’s enthusiasm and hands-on approach. The final products exceeded our expectations, and we are incredibly grateful to them for turning our ideas into compelling communication pieces.”

Yours sincerely, on behalf of the team at Just Reinvest NSW.

Just Reinvest Just Reinvest

R U OK? Stronger Together Campaign

Concerned about the high rates of suicide among Aboriginal and Torres Strait Islander communities, R U OK? contracted 33 Creative to provide advice and develop a targeted, national communications campaign.

Working closely with the R U OK? Indigenous Advisory panel, we developed and produced culturally appropriate advertising materials, including assets for television, radio and digital. We also developed a style guide, templates and tools to help communities to start a conversation about mental health and suicide prevention.

We delivered media and social media strategies and hosted a media launch which was well attended and reported on national outlets. Followed up with targeted stakeholder engagement to continue momentum of the campaign and resources throughout the year and in the lead up to annual R U OK? Day activities, including social media assets and moderation guidelines for culturally safe conversations.

In producing the video assets, we worked with key ambassadors to share their story and personal struggle of tough times. This storytelling approach showed the community that it’s okay to talk about these issues, to break down stigma and encourage members of the community that together, we are stronger. The end result is highly engaging video and digital content delivered across multiple platforms.

Read our media release to learn more about the Stronger Together campaign.
R U OK? Campaign image featuring Steven Satour

Sophia Habib

Consultant Event Producer

With a marketing background and decade’s experience in events and project management, Sophia has expertise working on sporting, charity, government and corporate events in both the public and private sectors.

She was Event Producer for the Adobe Symposium, YouTube’s Brandcast and FanFest, City of Sydney’s New Year’s Eve celebrations, and the NSW Department of Premier and Cabinet’s ‘Salute to Australia’ on Australia Day. Other event highlights have included the Connect 2014 Conference, Gala Dinner & Tradeshow, the Deadly Awards, the Sydney Harbour Bridge 75th Anniversary, and Australia Day State Reception for the Office of Protocol and Special Events.

Sophia holds an Advanced Diploma in Event and Venue Management.

Sophia Habib

Consultant Event Producer

With a marketing background and decade’s experience in events and project management, Sophia has expertise working on sporting, charity, government and corporate events in both the public and private sectors.

She was Event Producer for the Adobe Symposium, YouTube’s Brandcast and FanFest, City of Sydney’s New Year’s Eve celebrations, and the NSW Department of Premier and Cabinet’s ‘Salute to Australia’ on Australia Day. Other event highlights have included the Connect 2014 Conference, Gala Dinner & Tradeshow, the Deadly Awards, the Sydney Harbour Bridge 75th Anniversary, and Australia Day State Reception for the Office of Protocol and Special Events.

Sophia holds an Advanced Diploma in Event and Venue Management.

Sophia Habib

Consultant Event Producer

With a marketing background and decade’s experience in events and project management, Sophia has expertise working on sporting, charity, government and corporate events in both the public and private sectors.

She was Event Producer for the Adobe Symposium, YouTube’s Brandcast and FanFest, City of Sydney’s New Year’s Eve celebrations, and the NSW Department of Premier and Cabinet’s ‘Salute to Australia’ on Australia Day. Other event highlights have included the Connect 2014 Conference, Gala Dinner & Tradeshow, the Deadly Awards, the Sydney Harbour Bridge 75th Anniversary, and Australia Day State Reception for the Office of Protocol and Special Events.

Sophia holds an Advanced Diploma in Event and Venue Management.

Sophia Habib

Consultant Event Producer

With a marketing background and decade’s experience in events and project management, Sophia has expertise working on sporting, charity, government and corporate events in both the public and private sectors.

She was Event Producer for the Adobe Symposium, YouTube’s Brandcast and FanFest, City of Sydney’s New Year’s Eve celebrations, and the NSW Department of Premier and Cabinet’s ‘Salute to Australia’ on Australia Day. Other event highlights have included the Connect 2014 Conference, Gala Dinner & Tradeshow, the Deadly Awards, the Sydney Harbour Bridge 75th Anniversary, and Australia Day State Reception for the Office of Protocol and Special Events.

Sophia holds an Advanced Diploma in Event and Venue Management.

Sophia Habib

Consultant Event Producer

With a marketing background and decade’s experience in events and project management, Sophia has expertise working on sporting, charity, government and corporate events in both the public and private sectors.

She was Event Producer for the Adobe Symposium, YouTube’s Brandcast and FanFest, City of Sydney’s New Year’s Eve celebrations, and the NSW Department of Premier and Cabinet’s ‘Salute to Australia’ on Australia Day. Other event highlights have included the Connect 2014 Conference, Gala Dinner & Tradeshow, the Deadly Awards, the Sydney Harbour Bridge 75th Anniversary, and Australia Day State Reception for the Office of Protocol and Special Events.

Sophia holds an Advanced Diploma in Event and Venue Management.