Category: Preview

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

33 Creative used their strong community connections to recruit and facilitate consultations with Aboriginal Health Workers and the community, in order to gain insight into the community knowledge and needs of the resources to be developed.

Cancer Institute NSW were open to early conversations to ensure that their approach to developing resources was as effective as possible, ensuring Aboriginal Health Workers and the community were informed, equipped and supported in navigating cancer prevention, screening and treatment for Aboriginal communities in NSW. Cancer Institute NSW later looped back with a second round of consultations to test the draft resources, based off the findings of the first consultations. This early and continuing dialogue is vital in creating resources that are of effective use and interest to target audiences.

We thank all consultation participants for their input in creating useful resources to support services for mob.

Visit the website to view the toolkit, share it with family and friends so that its availability is known. Together, we can help find, treat and prevent cancer in our communities ensuring our mob lead Healthy Lives.

 

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.