Category: Preview

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Cancer Australia Website

The approach

To kick off the project, we undertook a desktop review of the materials, prior to undertaking a series of community consultations to hear firsthand how community members were engaging with existing cancer screening, prevention and diagnosis information, what gaps exist, and how to enhance information to best meet community needs.

The final report included community insights and recommendations to enhance audience focused content, with an emphasis on diverse channel selection and delivery.

We look forward to seeing how the Cancer Council Australia team roll out the community insights into their future work, and a special thank you to the participants who contributed their time and expertise.

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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

The final report included community insights and recommendations to enhance audience focused content, with an emphasis on diverse channel selection and delivery.

We look forward to seeing how the Cancer Council Australia team roll out the community insights into their future work, and a special thank you to the participants who contributed their time and expertise.

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Community booklet for Online Safety campaign

One of the videos was shot in a first-person perspective with the use of a go-pro fixed to talent. We also filmed a three minute vox pop video featuring customers that we interviewed at three locations across Sydney.

We helped inform the creative approach and the logistics for all shoots, as well as providing shot-list and storyboard planning. Our inhouse production team shot all videos for the project and directed all videos in partnership with Sydney Trains.

Editing involved the inhouse creation of graphics and sound design/sound effects to aid the narrative and provide the videos with a humorous and playful tone.

Female Sydney Trains employee, talking with male customer Female Sydney Trains employee, talking with female customer

The Atlantic Fellows for Social Equity (AFSE) is a fellowship for Indigenous social equity in Australia, Aotearoa and the Pacific region. Based at the University of Melbourne, the AFSE program aims to foster Indigenous-led social change through a powerful network of Fellows, offering a fee-free, intensive foundation year with a postgraduate qualification at the University of Melbourne as well as a lifelong alumni membership in a global community across seven international Atlantic Fellows hubs.

In its second year of operation, AFSE approached 33 Creative to help develop their communication and brand strategy in a way that would appeal to both locally based and international community members and reflect the fellowship’s growth.

The brief was to create a unique and meaningful look-and-feel that fomented the brand while celebrating First Nations people, our cultures, and our capabilities. In doing so, 33 Creative worked closely with Gunnai, Gunditjmara, and Yorta Yorta fashion designer, Lyn-Al Young, who designed the beautiful artwork featured throughout, representing AFSE’s journey. Lyn-Al’s piece was originally created as a scarf, then photographed and used as the brand’s focal piece. The artwork and its incorporation into design assets has been warmly received by AFSE’s staff, broader community, and stakeholders, quickly becoming synonymous with the organisation’s recognisability.

Scarf created by Gunnai, Gunditjmara, and Yorta Yorta fashion designer, Lyn-Al Young

Along with the communication strategy and brand development, we also produced and helped to roll out several pieces of design collateral, including a welcome pack, postcard, annual calendar, prospectus, invitation, cohort book, handbook, and a bespoke e-newsletter design. We also produced the website’s homepage reel along with other required film content.

We also delivered their first public call for applicants to the program, working with First Nations media across Australia and New Zealand to reach community members through a series of editorial case studies that supported the digital advertising executions; this in turn drove people to the website and helped to elevate their overall presence ahead of building on the growing network of Fellows.

AFSE is several years in operation and continues to go from strength to strength. We are proud to have played such an important role in helping to develop and establish the brand and platforms for communicating what is truly an amazing initiative.