Category: Work

Stay Healthy and Strong

The brief

33 Creative were engaged by the Department of Health & Aged Care and Cancer Council Australia to deliver the national bowel cancer screening campaign for Aboriginal and Torres Strait Islander people.

Bowel cancer is one of the most common cancers impacting Aboriginal and Torres Strait Islander peoples. If detected early, almost all bowel cancers are treatable, however only 1 in 3 eligible Aboriginal and Torres Strait Islander people are completing bowel cancer screening. Increasing screening rates will save lives.

Stay Healthy and Strong is a multi-year, integrated campaign that is aiming to create culturally safe dialogue to encourage more participants to screen and stay strong. The first year focused on raising national awareness, with 2023 activity focused on regional activation to target regional and remote communities who are in hot zones and have a shorter completion period due to hot weather.

Gubbi Gubbi Doctor, Dr Joel Wenitong

The approach

Informed by developmental research, the campaign was designed as a multiyear approach to raise awareness and education to lead to positive behaviours and increased screening.

The first year of the campaign commenced in July 2022 with an on-air period of 7 weeks, supported by two additional bursts of media, PR and stakeholder engagement through trusted community networks. The campaign creative features Gubbi Gubbi Doctor, Joel Wenitong. Featuring a trusted health professional aimed to break down barriers, reduce shame and reinforce the importance of staying healthy and strong to spend time with family.

Building on this approach in 2023, the campaign focused on enhancing reach to hot zone areas, where the only period of screening is over winter months from April – July. Many of these northern communities are also in remote areas.

The 2023 campaign commenced in April with a targeted hot zone stakeholder focus, airing in 12 regional markets across SBS/NITV and 25 local regional and remote First Nations community publications from May. The paid media strategy utilised tailored hot zone creative featuring Waanya Gangalidda and Erub man Trevor Tim through channels into remote and regional communities, with placement of the Dr Joel creative in tandem for all other states.

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

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 are pleased the campaign has been shortlisted in the 2023 B&T Awards for Best Regional Media Campaign!

Stay Healthy and Strong

The brief

33 Creative were engaged by the Department of Health & Aged Care and Cancer Council Australia to deliver the national bowel cancer screening campaign for Aboriginal and Torres Strait Islander people.

Bowel cancer is one of the most common cancers impacting Aboriginal and Torres Strait Islander peoples. If detected early, almost all bowel cancers are treatable, however only 1 in 3 eligible Aboriginal and Torres Strait Islander people are completing bowel cancer screening. Increasing screening rates will save lives.

Stay Healthy and Strong is a multi-year, integrated campaign that is aiming to create culturally safe dialogue to encourage more participants to screen and stay strong. The first year focused on raising national awareness, with 2023 activity focused on regional activation to target regional and remote communities who are in hot zones and have a shorter completion period due to hot weather.

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 approach

Informed by developmental research, the campaign was designed as a multiyear approach to raise awareness and education to lead to positive behaviours and increased screening.

The first year of the campaign commenced in July 2022 with an on-air period of 7 weeks, supported by two additional bursts of media, PR and stakeholder engagement through trusted community networks. The campaign creative features Gubbi Gubbi Doctor, Joel Wenitong. Featuring a trusted health professional aimed to break down barriers, reduce shame and reinforce the importance of staying healthy and strong to spend time with family.

Building on this approach in 2023, the campaign focused on enhancing reach to hot zone areas, where the only period of screening is over winter months from April – July. Many of these northern communities are also in remote areas.

The 2023 campaign commenced in April with a targeted hot zone stakeholder focus, airing in 12 regional markets across SBS/NITV and 25 local regional and remote First Nations community publications from May. The paid media strategy utilised tailored hot zone creative featuring Waanya Gangalidda and Erub man Trevor Tim through channels into remote and regional communities, with placement of the Dr Joel creative in tandem for all other states.

Gubbi Gubbi Doctor, Dr Joel Wenitong

The program

Each day delegates were Welcomed to Country. We were honoured to have Uncle Moogy Sumner, Ashum Owen, Uncle Michael O’Brien, Katrina Karlapina Power, Uncle Tamaru and Rosalind Coleman all performing their sacred roles for the Summit.

Keynote speakers included Distinguished Professor Larissa Behrendt, Uncle Bob Weatherall, Franchesca Cubillo, Craig Ritchie, Marcia Langton, Tiriki Onus, Damien Shen, Polly Sumner and Dana Shen, Teela Reid and Glenn Iseger Pilkington.

Discussions occurred simultaneously through five rooms each day, and were guided by daily themes of respectful engagement and deep listening, legacy, here and now, defining the future and forward thinking.

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

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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.

The brief

33 Creative were engaged by the Department of Health & Aged Care and Cancer Council Australia to deliver the national bowel cancer screening campaign for Aboriginal and Torres Strait Islander people.

Bowel cancer is one of the most common cancers impacting Aboriginal and Torres Strait Islander peoples. If detected early, almost all bowel cancers are treatable, however only 1 in 3 eligible Aboriginal and Torres Strait Islander people are completing bowel cancer screening. Increasing screening rates will save lives.

Stay Healthy and Strong is a multi-year, integrated campaign that is aiming to create culturally safe dialogue to encourage more participants to screen and stay strong. The first year focused on raising national awareness, with 2023 activity focused on regional activation to target regional and remote communities who are in hot zones and have a shorter completion period due to hot weather.

Gubbi Gubbi Doctor, Dr Joel Wenitong

The approach

Informed by developmental research, the campaign was designed as a multiyear approach to raise awareness and education to lead to positive behaviours and increased screening.

The first year of the campaign commenced in July 2022 with an on-air period of 7 weeks, supported by two additional bursts of media, PR and stakeholder engagement through trusted community networks. The campaign creative features Gubbi Gubbi Doctor, Joel Wenitong. Featuring a trusted health professional aimed to break down barriers, reduce shame and reinforce the importance of staying healthy and strong to spend time with family.

Building on this approach in 2023, the campaign focused on enhancing reach to hot zone areas, where the only period of screening is over winter months from April – July. Many of these northern communities are also in remote areas.

The 2023 campaign commenced in April with a targeted hot zone stakeholder focus, airing in 12 regional markets across SBS/NITV and 25 local regional and remote First Nations community publications from May. The paid media strategy utilised tailored hot zone creative featuring Waanya Gangalidda and Erub man Trevor Tim through channels into remote and regional communities, with placement of the Dr Joel creative in tandem for all other states.

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

Stay Healthy and Strong

The brief

33 Creative were engaged by the Department of Health & Aged Care and Cancer Council Australia to deliver the national bowel cancer screening campaign for Aboriginal and Torres Strait Islander people.

Bowel cancer is one of the most common cancers impacting Aboriginal and Torres Strait Islander peoples. If detected early, almost all bowel cancers are treatable, however only 1 in 3 eligible Aboriginal and Torres Strait Islander people are completing bowel cancer screening. Increasing screening rates will save lives.

Stay Healthy and Strong is a multi-year, integrated campaign that is aiming to create culturally safe dialogue to encourage more participants to screen and stay strong. The first year focused on raising national awareness, with 2023 activity focused on regional activation to target regional and remote communities who are in hot zones and have a shorter completion period due to hot weather.

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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The program

Each day delegates were Welcomed to Country. We were honoured to have Uncle Moogy Sumner, Ashum Owen, Uncle Michael O’Brien, Katrina Karlapina Power, Uncle Tamaru and Rosalind Coleman all performing their sacred roles for the Summit.

Keynote speakers included Distinguished Professor Larissa Behrendt, Uncle Bob Weatherall, Franchesca Cubillo, Craig Ritchie, Marcia Langton, Tiriki Onus, Damien Shen, Polly Sumner and Dana Shen, Teela Reid and Glenn Iseger Pilkington.

Discussions occurred simultaneously through five rooms each day, and were guided by daily themes of respectful engagement and deep listening, legacy, here and now, defining the future and forward thinking.

Gubbi Gubbi Doctor, Dr Joel Wenitong

The approach

Informed by developmental research, the campaign was designed as a multiyear approach to raise awareness and education to lead to positive behaviours and increased screening.

The first year of the campaign commenced in July 2022 with an on-air period of 7 weeks, supported by two additional bursts of media, PR and stakeholder engagement through trusted community networks. The campaign creative features Gubbi Gubbi Doctor, Joel Wenitong. Featuring a trusted health professional aimed to break down barriers, reduce shame and reinforce the importance of staying healthy and strong to spend time with family.

Building on this approach in 2023, the campaign focused on enhancing reach to hot zone areas, where the only period of screening is over winter months from April – July. Many of these northern communities are also in remote areas.

The 2023 campaign commenced in April with a targeted hot zone stakeholder focus, airing in 12 regional markets across SBS/NITV and 25 local regional and remote First Nations community publications from May. The paid media strategy utilised tailored hot zone creative featuring Waanya Gangalidda and Erub man Trevor Tim through channels into remote and regional communities, with placement of the Dr Joel creative in tandem for all other states.

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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.

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

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.

The brief

NSW Health engaged 33 Creative to consult with Aboriginal and Torres Strait Islander representatives about their awareness, attitudes, experiences and communication preferences for virtual care.

Virtual care, also known as telehealth, involves the use of telephone and video conferencing, remote monitoring and store and forward methods to connect patients with healthcare providers for healthcare services.

Virtual care can make it easier and more convenient for to attend appointments and share information with healthcare providers.

Statement of Impact

Community consultation

Participants helped to identify the benefits of accessing virtual care, including:

  • accessing specialist care from home or on County
  • saving time and reducing travel, giving more time for family, friends, leisure and work
  • enabling family members, carers or other healthcare providers to be involved in appointments
  • connecting with specialist services that might not be available locally.

The participants also identified barriers and proposed solutions for accessing virtual care. They raised ideas for communicating with Aboriginal communities – including sharing strengths-based user experience stories of Aboriginal and Torres Strait Islander people utilising virtual care across a diverse range of care settings.

Our report and recommendations will help to inform future roll out of communications products. Thank you to our consultation participants for sharing their expertise and views to enhance services for the community.

You can access information about virtual care via the NSW Health website here.

AES 25th Birthday Social Tiles AES Banner

The brief

Cancer Australia engaged 33 Creative to support the launch of Our Mob and Cancer, with resources development and copywriting, electronic newsletter distribution and media and stakeholder engagement around the launch.

Our Mob and Cancer is a website that provides culturally appropriate cancer information, resources and guidance for Aboriginal and Torres Strait Islander people impacted by cancer.

To support co-design of the site from its earliest development, Cancer Australia brought together an Aboriginal and Torres Strait Islander Expert Reference Group to provide expert advice and guidance on all stages of the website development and release.

Our Mob and Cancer Posters

Creative approach

We wanted to create a suite of resources that could be shared online, distributed in health clinics or shared through health stakeholder networks. We developed posters, social tiles, digital newsletters, and a stakeholder toolkit to support the launch of Our Mob and Cancer.

The resources feature artwork by Riki Salam, an artist and graphic designer and the digital designer of the Our Mob and Cancer website. Born and raised in Cairns on Yidindji land, Riki has connections to Muralag, Kala Lagaw Ya, Meriam Mer, Kuku Yalanji peoples on his father’s side and the Ngai Tahu people in the South Island of NZ on his mother’s side.

As of early 2023, community resources for Our Mob and Cancer have been rolled out and we look forward to seeing the continued growth of this important project!

Our Mob and Cancer feature artwork by Riki Salam Our Mob and Cancer social tiles

The brief

Cancer Australia engaged 33 Creative to support the launch of Our Mob and Cancer, with resources development and copywriting, electronic newsletter distribution and media and stakeholder engagement around the launch. Our Mob and Cancer is a website that provides culturally appropriate cancer information, resources and guidance for Aboriginal and Torres Strait Islander people impacted by cancer. To support co-design of the site from its earliest development, Cancer Australia brought together an Aboriginal and Torres Strait Islander Expert Reference Group to provide expert advice and guidance on all stages of the website development and release.

The brief

In 2021, Hearing Australia engaged us to help develop materials and drive media engagement as part of their national HAPEE program (Hearing Assessment – Early Ears).

With 1 in 3 Aboriginal and Torres Strait Islander kids affected by serious ear and hearing troubles, HAPEE promotes awareness around early detection and hearing loss prevention through offering free diagnostic assessments to Aboriginal and Torres Strait Islander children who have not yet reached school age.

Our role was to develop a comprehensive range of materials to help with the program delivery on the ground. We also created the campaign’s tagline, ‘HAPEE Ears for Early Years’ featured throughout the materials.

As part of the program, HAPEE aims to upskill and support primary care providers, early education staff, and parents and carers with the ability to identify, manage and monitor potential hearing loss in young children. It was essential that these materials were engaging, useful, and spoke to stakeholders, parents and carers at a community level.

As part of the materials roll out and the program’s media and advertising output, we engaged ambassadors, Wiradjuri man, Luke Carroll (Actor and Playschool Presenter), and Gumbaynggirr, Dhungatti, Yamatji and Bibbulman woman, Emma Donovan (Musician), to draw on their lived experiences as parents and bring wider media and community attention to the topic of hearing loss in Aboriginal and Torres Strait Islander kids.

Our Mob and Cancer Posters

Creative approach

We wanted to create a suite of resources that could be shared online, distributed in health clinics or shared through health stakeholder networks. We developed posters, social tiles, digital newsletters, and a stakeholder toolkit to support the launch of Our Mob and Cancer.

The resources feature artwork by Riki Salam, an artist and graphic designer and the digital designer of the Our Mob and Cancer website. Born and raised in Cairns on Yidindji land, Riki has connections to Muralag, Kala Lagaw Ya, Meriam Mer, Kuku Yalanji peoples on his father’s side and the Ngai Tahu people in the South Island of NZ on his mother’s side.

As of early 2023, community resources for Our Mob and Cancer have been rolled out and we look forward to seeing the continued growth of this important project!

The Impact

Increased awareness and prevention are at the heart of the HAPEE program. Delivered within a social and political landscape where communities were receiving higher than average amounts of health messaging due to COVID-19, it was vital we created materials and media discourse that cut through and made an impact about what continues to be an extremely important issue.

Overall, Hearing Australia enjoyed a significant increase in web traffic and the downloading of the newly developed HAPEE resources. Calls to their helpline also increased as a result of the media engagement.

HAPEE’s next phase will focus on partnering with Indigenous media outlets to gain deeper national traction, particularly across regional and remote communities, with a focus on access.

Our Mob and Cancer feature artwork by Riki Salam Our Mob and Cancer social tiles

The brief

NAISDA Dance College, Australia’s leading dance and performing arts training organisation specifically for Aboriginal and Torres Strait Islander young people, has been instrumental in the skills development and empowerment of Indigenous dancers, choreographers, artists and artworkers in the performing arts since 1976. NAISDA approached 33 Creative to assist with developing their auditions campaign.

The goal was to foreground NAISDA’s viability as a performing arts training college and pathway for Aboriginal and Torres Strait Islander dancers and performers, against the backdrop of the second year of lockdowns and uncertainty due to the COVID-19 pandemic. This included pivoting from onsite to online auditions, which meant we needed to redirect the narrative and messaging of the college.

For this campaign we collaborated across three creative agencies to bring the NAISDA vision to life. We’d like to acknowledge eOne and Brillant Logic as key partners in the collaboration for this campaign, who were also engaged by NAISDA.

Our Mob and Cancer feature artwork by Riki Salam

The brief

NSW Health engaged 33 Creative to consult with Aboriginal and Torres Strait Islander representatives about their awareness, attitudes, experiences and communication preferences for virtual care.

Virtual care, also known as telehealth, involves the use of telephone and video conferencing, remote monitoring and store and forward methods to connect patients with healthcare providers for healthcare services.

Virtual care can make it easier and more convenient for to attend appointments and share information with healthcare providers.

Statement of Impact

Community consultation

Participants helped to identify the benefits of accessing virtual care, including:

  • accessing specialist care from home or on County
  • saving time and reducing travel, giving more time for family, friends, leisure and work
  • enabling family members, carers or other healthcare providers to be involved in appointments
  • connecting with specialist services that might not be available locally.

The participants also identified barriers and proposed solutions for accessing virtual care. They raised ideas for communicating with Aboriginal communities – including sharing strengths-based user experience stories of Aboriginal and Torres Strait Islander people utilising virtual care across a diverse range of care settings.

Our report and recommendations will help to inform future roll out of communications products. Thank you to our consultation participants for sharing their expertise and views to enhance services for the community.

You can access information about virtual care via the NSW Health website here.

AES Banner

The brief

13 YARN provide 24/ 7 confidential, culturally safe crisis support. The First Nations led service connects Aboriginal and Torres Strait Islanders with trained crisis support workers to to yarn about your needs, worries or concerns without judgement.

33 were engaged by 13 YARN to enhance the reach and awareness of the service. We worked with the team to create a social campaign featuring diverse Aboriginal and Torres Strait Islander influencers to promote the 13 YARN services to their audiences and enhance overall awareness in First Nations communities. We were excited to be working on this campaign being the first crisis support for First Nations people in Australia.

Creative approach

Our creative approach was purposeful and targeted to make sure we engaged talent that aligned with the known high users of the service, including age groups and cohorts of the community at highest risk of crisis situations.

Working with 11 Aboriginal and Torres Strait Islander influencers across Facebook, Instagram and TikTok, we created a brief that allowed our content creators to make content that was engaging and resonated with their individual audiences in an authentic and meaningful way. We wanted creators to feel empowered to talk to their audiences about mental health, and promote that there is a service out there specifically for mob to call during times of need.

 

Highlighting creators

BlackFitness

Josh from Black Fitness, a young Wiradjuri man, drew on his personal experience to create content that was both reflective of his own journey and lived experience sharing his own tips to look after your mental health and wellbeing.

Allira Potter

Working with proud Yorta-Yorta woman Allira, we were able to reach her audience of over 40,000 people to create a message that not only promoted the 13 YARN service but more broadly reduce stigma and shame associated with mob talking about their mental health.

If you or someone you know is experiencing crisis, visit 13 YARN or call 13 92 76, 24 hours a day, 7 days a week.