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 were pleased this campaign was recognised with the First Nations Media Australia Award for Best 2023 Campaign. It was also shortlisted in the 2023 B&T Awards for Best Regional Media Campaign!

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

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.

 

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.
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.
 
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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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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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Blak & Deadly: The First Nations Gala Concert

33 Creative were proud to support our friends at the Company We Keep who produced Blak & Deadly: The First Nations Gala Concert at the Sydney Opera House as part of Sydney WorldPride in March 2023. A big and bold celebration that took place on Tubowgule – ‘a place where Aboriginal people have feasted, sung, danced and told stories for many generations’, the event aimed to showcase Blak excellence in the Arts and highlight the future faces of First Nations LGBTQIA+ talent and artistry.

Mayrah, Chelsea, Emily and Denise helped out backstage on the night, a space they were familiar with having previously all worked on the legendary Deadly Awards. It was an honour to be involved in bringing a celebration of Blak excellence to the concert hall stage once again, and with it a bittersweet nostalgia.

Welcome to Country, photo by Joseph Mayers.
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The night was a huge success with an excited crowd and performers filling the iconic space with an uplifting and positive energy, from the buzzing foyer and glamorous Blak Carpet event to the inspiring performances.

‘Faboriginal’ comedian Steven Oliver was MC for the night and kept the crowd entertained with his trademark cheek and powerful spoken word poetry between performances from Electric Fields, Mo’Ju, Samuel Gaskin and the Merindas, special guest Indigenous Canadian tenor Jeremy Dutcher, and Jessica Mauboy supported by the Sydney Symphony Orchestra and Sydney Philharmonic Choirs.

Ru Paul’s Drag Race Down Under star Kween Kong also graced the stage as did the fabulous World Pride’s Miss First Nation Supreme Queen contingency and winner, Torres Strait Queen, Cerulean!

Photography by Joseph Mayers Photography

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The brief

Take Blaktion is a sexual health campaign to enhance screening and testing within the community, a partnership between NSW Health and Aboriginal Health and Medical Research Council of NSW.

The campaign utilises community ambassadors in a series of comedic skits to destigmatise and enhance engagement on various sexual health topics. Content is short and playful, engaging users on social media, enhanced through paid placement and boosted content.

The approach

33 Creative have led the content development across the campaign since 2019, updating the creative annually to ensure videos are fresh and evolving for the audience.

We undertake script workshops with all ambassadors to ensure the content is a collaborative creative approach and brings together some of the best black comedy minds!

Partnering with comedy partners enables the content to be fun and vibrant and engaging in a really authentic way.

Key ambassadors that have participated in the campaign include:

  • Andy Saunders
  • Megan Wilding
  • Carly Wallace
  • Steven Oliver
  • Dale Woodbridge
  • Bjorn Stewart
  • Dalara Williams
  • Sean Choolburra
  • Tom Forrest (Outback Tom)
  • Jay Wymarra
  • Tuuli Narkle

The impact

We are proud to be working in partnership with the community to enhance awareness of sexually transmitted diseases and pleased to see the digital engagement continue to grow.

Meet Take Blaktion ambassador Tom Forrest! He wants to take the shame out of STI testing for young mob. See his video on Youtube here.

Meet Take Blaktion ambassador Tom Forrest! He wants to take the shame out of STI testing for young mob

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