Category: Work

Celebrating the lifelong achievements of the remarkable Aunty Ruby Hunter

On October 24, 2025, in partnership with Google, we honoured and platformed Ngarrindjeri, Kokatha, Pitjantjatjara woman, Aunty Ruby Hunter, a remarkable creative artist, musician, actress and activist, in her very own Google Doodle. 

Google Doodles are the creative and delightful changes made to the Google logo. They celebrate a range of local and international topics ranging from holidays and anniversaries, to trailblazing individuals who have impacted culture.

Aunty Ruby Hunter by Rhea Perkins

Adhering to cultural protocol and living our values out loud, 33 Creative ensured that our process included working closely with the family to gain a deeper understanding of Aunty Ruby as an individual, her passions, achievements and impact on both First Nations and non-First Nations Peoples throughout her lifetime.

In collaboration with the family, we approached Arrernte and Kalkadoon artist, Thea Anamara Perkins, to invite her to be the artist to mark this significant milestone. Thea’s extraordinary talent and ability to capture the essence of Aunty Ruby resulted in a hand painted Doodle which recreates a photo of Aunty Ruby playing her guitar on Ngarrindjeri Country, located on the beautiful Kurongk (Coorong). The pelican in the image signifies one of Aunty Ruby’s cultural totems, which was a prominent symbol in her life and work.

Thea shares “It was an absolute privilege to be invited to honour Aunty Ruby Hunter as she is definitely a hero for me. She is a trailblazer for First Nations women in music. It is very special to be a small part of keeping her story alive, as well as sharing it with new audiences.”

To see and read more about the Google Doodle, click here.

Indigenous Business Month 2025

Annually, the founders of Indigenous Business Month set the scene for the annual theme. In 2025, 33 Creative brainstormed the theme and contextual narrative around Strength through Collaboration, led campaign content design, managed event production, and curated Indigenous procurement across all elements, from venue to trophies for what was the 11th annual Indigenous Business Month community led movement across the Country.

Our ongoing aim is to deliver a compelling awards program celebrating Indigenous business excellence, amplifying stories of collaboration, and ensuring Indigenous-led suppliers and partners are central to event execution and communications.

IBM theme banner - Strength Through Collaboration
What we delivered
  • A high-profile awards event at Bangarra Dance Theatre, Sydney
  • An updated website for www.indigenousbusinessmonth.com.au
  • Partnered with Corporate Sponsors across various funding tiers to facilitate the event
  • Campaign collateral (graphics, business resources, media releases) aligned to theme
  • Photography and story assets showcasing winners’ journeys
  • Facilitated media interviews and exposure of award winners on a national level as well as community activations through social media on Instagram, Facebook and Linked In.
  • Coordination between Dilin Duwa Centre for Indigenous Business Leadership, Iscariot Media, sponsors, judges and nominees in event planning, travel and accommodation.

 

Outcome highlights
Why it matters

Rather than just celebrate success, the event modelled how partnership, reciprocity and shared purpose can strengthen Indigenous business ecosystems. It’s a blueprint for future programs where action backs the message and it judged and celebrated Indigenous Businesses and their contributions, amongst peers.

The team at 33 Creative are proud to have supported another year of Indigenous Business Month and encourage all of our friends to contribute to the conversation online #IndigBizMonth, visit the website and engage the services of Indigenous Businesses local to you across any area of industry.

NSW Aboriginal Breast Screen Campaign

Working with the Cancer Institute NSW, 33 Creative developed a culturally grounded awareness campaign, Stay Healthy for You, and Your Mob to encourage Aboriginal women aged 40 and over to undertake regular breast screening.

The creative response was shaped through deep consultation and co-design with Aboriginal women across metropolitan, regional, and remote NSW. Guided by their lived experience, the campaign celebrated strength, community and self-care, ensuring women could see themselves and their stories reflected in every element.

 

video

Our approach centred on cultural safety, authenticity and empowerment. We developed multiple creative concepts, based on the beautiful Biyarni artwork by Jasmine Sarin, validated through community feedback before finalising a multichannel campaign featuring relatable First Nations talent, storytelling, and community settings.

IBM theme banner - Strength Through Collaboration
What we delivered
  • A high-profile awards event at Bangarra Dance Theatre, Sydney
  • An updated website for www.indigenousbusinessmonth.com.au
  • Partnered with Corporate Sponsors across various funding tiers to facilitate the event
  • Campaign collateral (graphics, business resources, media releases) aligned to theme
  • Photography and story assets showcasing winners’ journeys
  • Facilitated media interviews and exposure of award winners on a national level as well as community activations through social media on Instagram, Facebook and Linked In.
  • Coordination between Dilin Duwa Centre for Indigenous Business Leadership, Iscariot Media, sponsors, judges and nominees in event planning, travel and accommodation.

 

Outcome highlights

The campaign achieved a significant uplift in First Nations breast screening participation within the first year of airing, outperforming general population participation data. Ongoing success lies in continuing to embed trusted community talent and engagement to reach women who have not yet screened, strengthening cultural safety and long-term health outcomes.

33 Creative is appreciative of the opportunity to work on such an important health campaign for our communities, keeping our mob healthy.

Visit the campaign website for more information.

NSW Aboriginal Breast Screen Campaign

NSW Aboriginal Breast Screen Campaign

Working with the Cancer Institute NSW, 33 Creative developed a culturally grounded awareness campaign, Stay Healthy for You, and Your Mob to encourage Aboriginal women aged 40 and over to undertake regular breast screening.

The creative response was shaped through deep consultation and co-design with Aboriginal women across metropolitan, regional, and remote NSW. Guided by their lived experience, the campaign celebrated strength, community and self-care, ensuring women could see themselves and their stories reflected in every element.

 

video

Our approach centred on cultural safety, authenticity and empowerment. We developed multiple creative concepts, based on the beautiful Biyarni artwork by Jasmine Sarin, validated through community feedback before finalising a multichannel campaign featuring relatable First Nations talent, storytelling, and community settings.

NSW Aboriginal Breast Screen Campaign

Working with the Cancer Institute NSW, 33 Creative developed a culturally grounded awareness campaign, Stay Healthy for You, and Your Mob to encourage Aboriginal women aged 40 and over to undertake regular breast screening.

The creative response was shaped through deep consultation and co-design with Aboriginal women across metropolitan, regional, and remote NSW. Guided by their lived experience, the campaign celebrated strength, community and self-care, ensuring women could see themselves and their stories reflected in every element.

 

video

Our approach centred on cultural safety, authenticity and empowerment. We developed multiple creative concepts, based on the beautiful Biyarni artwork by Jasmine Sarin, validated through community feedback before finalising a multichannel campaign featuring relatable First Nations talent, storytelling, and community settings.

video
IBM theme banner - Strength Through Collaboration NSW Aboriginal Breast Screen Campaign

NSW Aboriginal Breast Screen Campaign

Working with the Cancer Institute NSW, 33 Creative developed a culturally grounded awareness campaign, Stay Healthy for You, and Your Mob to encourage Aboriginal women aged 40 and over to undertake regular breast screening.

The creative response was shaped through deep consultation and co-design with Aboriginal women across metropolitan, regional, and remote NSW. Guided by their lived experience, the campaign celebrated strength, community and self-care, ensuring women could see themselves and their stories reflected in every element.

 

video

Our approach centred on cultural safety, authenticity and empowerment. We developed multiple creative concepts, based on the beautiful Biyarni artwork by Jasmine Sarin, validated through community feedback before finalising a multichannel campaign featuring relatable First Nations talent, storytelling, and community settings.

IBM theme banner - Strength Through Collaboration NSW Aboriginal Breast Screen Campaign

Waru – NITV Staff celebrate 12 years of NITV

33 Creative were engaged to deliver Waru (meaning ‘Fire’), a two day end of year gathering, for NITV staff.

The brief was to elevate the gathering from previous internal delivery in SBS studios for past years, and add value to the staff experience so that is was a collaborative and meaningful two days.

NITV Staff gather at Bangarra

Our approach centred on cultural safety, authenticity and empowerment. We developed multiple creative concepts, based on the beautiful Biyarni artwork by Jasmine Sarin, validated through community feedback before finalising a multichannel campaign featuring relatable First Nations talent, storytelling, and community settings.

NITV staff enjoy a Keynote presentation at Bangarra

Adhering to cultural protocol and living our values out loud, 33 Creative ensured that our process included working closely with the family to gain a deeper understanding of Aunty Ruby as an individual, her passions, achievements and impact on both First Nations and non-First Nations Peoples throughout her lifetime.

In collaboration with the family, we approached Arrernte and Kalkadoon artist, Thea Anamara Perkins, to invite her to be the artist to mark this significant milestone. Thea’s extraordinary talent and ability to capture the essence of Aunty Ruby resulted in a hand painted Doodle which recreates a photo of Aunty Ruby playing her guitar on Ngarrindjeri Country, located on the beautiful Kurongk (Coorong). The pelican in the image signifies one of Aunty Ruby’s cultural totems, which was a prominent symbol in her life and work.

Thea shares “It was an absolute privilege to be invited to honour Aunty Ruby Hunter as she is definitely a hero for me. She is a trailblazer for First Nations women in music. It is very special to be a small part of keeping her story alive, as well as sharing it with new audiences.”

First Nations drag queen, Ms Josie

We look forward to continuing to support NITV into 2025.

Real Lubly Campaign

If you’ve read anything on this page that makes you worried about yourself or someone you know, there is help available. Reach out to someone you trust or call 13 YARN (13 92 76) for free, confidential crisis counselling support. If you’re in immediate danger, contact the Police on Triple Zero (000).

From 1 July 2024, coercive control became a crime in NSW when used in current and former intimate partner relationships. In collaboration with the NSW Department of Communities and Justice (DCJ), we set out to raise awareness about coercive control in a way that truly resonated with young people in First Nations communities.

Coercive control is a form of domestic abuse, but research indicated that young people were less likely to recognise coercive and controlling behaviours as a form of domestic abuse. Our aim through the Real Lubly campaign was to empower individuals to recognise unhealthy behaviours and feel supported in addressing them.

Our approach was straightforward: meet people where they are, using voices they trust. We teamed up with well-known influencers like Tom Forrest (Outback Tom), Connor Watson and Bianca Hunt to spark open discussions about relationships. Together, they created the Real Lubly vodcast, where listeners shared scenarios, and the team discussed potential signs of coercive control within those stories. Through their personal experiences, shared via short, impactful videos, they opened the door for people to talk about what coercive control looks like and how to foster healthy, respectful relationships.

 

video

Our approach centred on cultural safety, authenticity and empowerment. We developed multiple creative concepts, based on the beautiful Biyarni artwork by Jasmine Sarin, validated through community feedback before finalising a multichannel campaign featuring relatable First Nations talent, storytelling, and community settings.

NITV staff enjoy a Keynote presentation at Bangarra

Adhering to cultural protocol and living our values out loud, 33 Creative ensured that our process included working closely with the family to gain a deeper understanding of Aunty Ruby as an individual, her passions, achievements and impact on both First Nations and non-First Nations Peoples throughout her lifetime.

In collaboration with the family, we approached Arrernte and Kalkadoon artist, Thea Anamara Perkins, to invite her to be the artist to mark this significant milestone. Thea’s extraordinary talent and ability to capture the essence of Aunty Ruby resulted in a hand painted Doodle which recreates a photo of Aunty Ruby playing her guitar on Ngarrindjeri Country, located on the beautiful Kurongk (Coorong). The pelican in the image signifies one of Aunty Ruby’s cultural totems, which was a prominent symbol in her life and work.

Thea shares “It was an absolute privilege to be invited to honour Aunty Ruby Hunter as she is definitely a hero for me. She is a trailblazer for First Nations women in music. It is very special to be a small part of keeping her story alive, as well as sharing it with new audiences.”

Dangkal Gwo’yal-wa:
First Nations Land and Water Management Forum

27-29 August 2024 saw our events team bring to life Dangkal Gwo’yal-wa, First Nations Land and Water Management Forum on Larrakia Nation in Darwin.

The culmination of a year’s working with the National Indigenous Australians Agency to bring the largest gathering of First Nations Rangers and supporting organisations together with a focus on sharing knowledge and practices to keep land and water Country strong by preserving the unique resources through the effective management of Country.

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Attendees at the First Nations Land and Water Management Forum

33 Creative were proud to deliver the three day forum at the Darwin Convention Centre with On Country experiences delivered by Larrakia Nation. An Interactive Marketplace full of local and national organisations that support the sector as well as producing a gala night with local performances, fabulous food and the First Nations Night Market which was a huge success for the First Nations businesses that participated.

 

Interactive Marketplace at the First Nations Land and Water management Forum

 

Dangkal Gwo’yal-wa (Strong Country), 2024 by Trent ‘Bundirrik’ Lee

Our event artwork was created by the super talented Trent ‘Bundirrik’ Lee. Trent is a Larrakia artist who has spent a lifetime learning from his father and family to paint, carve and tell the stories of his people. At around 7 years of age, he was taught by his father to paint in his traditional method. As his skills progressed, he learnt how to carve, creating cultural artefacts, tools, spears, boomerangs and other carving like birds, turtles and stingrays just to name a few. His craft has continued to evolve and you can see if creation on surfboards, footballs, records, and has created street art.

Dangkal Gwo’yal-wa (Strong Country), 2024 by Trent ‘Bundirrik’ Lee

Dangkal Gwo’yal-wa depicts the wise owl with impectable eyesight, keeping an eye on country, water ways and people – connecting us with our spiritual energy. Lee includes referenced to the Larrakia community and connection to Country and dramatic gradient of sky hues linking all Aboriginal and Torres Strait Peoples.

The four circles present the significant themes of the 2024 First Nations Land and Water Management Forum, supporting organisations to build capability and foster partnership while building understanding of Indigenous land and water management priorities across the nation; Learning from old ways (Culture); Embracing the new ways (Technology); Learning from each other (Collaboration) and Looking forward to our future (Strategic). The feathers on top of owl show all rangers coming together, the most important aspect of the Forum, the choices made to become a ranger, and nurture a strong Country.

Performer at the First Nations Land and Water Management Forum

The three-day forum included a Gala dinner that featured local produce in the fine dining menu from the wonderful team at the Darwin Convention Centre. Our talented musicians and outstanding line up of entertainment was delivered by The Youth Mill Performing Arts Company, a local First Nations performing arts group that nurtures Young First Nations talent and empowers Indigenous artists by intertwining traditional heritage with contemporary expression.

Gala Dinner at the First Nations Land and Water Management Forum

The brief 

The Department of Education engaged 33 Creative to help promote teaching as a valued and rewarding career and educate the public about the critical role that teachers play in educating Australian children.

We were able to do this by sharing the inspiring stories of a number of First Nations teachers across the continent through resource development then shared through avenues such as social media, community radio interviews and media articles and stakeholder engagement through a dedicated First Nations toolkit.

NITV staff enjoy a Keynote presentation at Bangarra

The artwork

To strengthen the campaign, we engaged an artist and teacher to create a bespoke piece of artwork that was woven into our campaign assets. ‘Connections’ by Wiradjuri and Ngemba artist and teacher, Mac Jeffries, depicts the teacher and student relationship and reflects on the importance of a reciprocal relationship acknowledging that everyone has knowledge and perspectives to share and as a First Nations teacher, Mac sees this as her strength.  

We created a suite of resources that included a bespoke artwork.

Be That teacher Campaign social tiles

Creative Approach 

Sharing inspiring stories highlighted the incredible dedication of our teachers across the country, and addressed the importance of creating culturally safe and supportive environment for all students, providing role models and mentors to the next generation, and inspiring hearts and minds to ensure learning can become a transformative journey.

First Nations resources can be found on the  Be That Teacher website where more teachers are encouraged to share their stories at the online teacher gallery.  

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Be That teacher Campaign poster and Factsheet

A special thank you to the teachers who shared their story, knowledge and experiences as part of this campaign.