Category: Campaigns

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.

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.

From scripting and filming using First Nations talent, through to photography and cross-platform rollout, maintaining consistency and integrity across paid and earned media. 33 Creative collaborated closely with OMD and the Cancer Institute NSW to maximise reach, engagement, and impact.

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.

Tags Breastscreen, Cancer Institute NSW, Community consultation, Jasmine Sarin

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.

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.

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.

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

Tags Be That Teacher, Department of Education, DOE, Elevating Teachers, Mac Jeffries, Michaela Jeffries

The brief

Every Vape is a Hit to Your Health, is a multi-year campaign being delivered by the Cancer Institute of New South Wales, to encourage young peoples to consider the proven health harms of vaping and provide a range of support pathways.

It comes as the latest NSW Population Health Survey shows current vaping among people aged 16-24 has significantly increased to 16.5 per cent in 2021-22, up from 4.5 per cent two years prior.

33 Creative were engaged to support the campaign through the development and oversight of materials exclusively for Aboriginal and Torres Strait Islander young peoples.

The approach

Given their expertise and active engagement in the space, we embraced a collaborate approach with Na Joomelah – a dedicated Tackling Indigenous Smoking (TIS) team based in La Perouse, NSW.

By partnering with Na Joomelah, we were able to best support the Every Vape is a Hit to Your Health campaign with culturally informed perspectives and localised strategies, tailored to effectively engage Aboriginal and Torres Strait Islander young peoples in the state.

It was clear from the beginning, both our teams were passionate about using strength-based message to empower our community to make informed choices about their health and well-being.

Video and Creative Production

To support the campaign, we created two 15-second video products for use across YouTube and social media platforms. The videos featured TIS Project officers and took place in local community centres to align most strongly with the community.Our aim was to increase the self-efficacy of Aboriginal and Torres Strait Islander young peoples through promoting alternatives to vaping such as traditional healing practices and holistic wellness approaches.

For further resources visit the Vaping Resource Hub.

Tags anti-vaping, Cancer Institute NSW, Vaping

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 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.

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.

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!

Tags Aunty Lucy Allan, Cancer Council Australia, Department of Health & Aged Care, Dr Joel Wenitong, Jill Gallagher, John Paul Janke, Renee Bani, Russell Jeffrey, Simone Jordan, Stay Healthy and Strong, Trevor Tim, Uncle Moogy

The brief

33 Creative were engaged by the New South Wales Department of Primary Industries and Regional Development and their Marine Estate Management team to develop a range of communication materials for The Connections to Sea Country – Aboriginal Peoples of Coastal NSW Survey Report (Sea Country Report), to support the sharing of the report’s findings with community.

Our approach

33 Creative developed a communications strategy and key messages that rolled out into a fact sheet, toolkit, social tiles, icons and a series of animations. We also facilitated the design of icons to support communications and the animations that were based on the artwork Bindarray Maagun (River Feast) by Gumbaynggirr artist Lavinnia Inglis.

Our insight helped to break down rich and detailed survey report information into easy-to-understand key messages for community, linking Government with First Nations talent in art and voice over and to help guide the creation of animations that connect with First Nations audiences.

We created a toolkit that enables community to share the report findings amongst their networks. It is intended that community understand the outcomes of the Wave 1 survey and that Government is keen to continue its conversation with Aboriginal communities on the importance of healthy Sea Country.

33 Creative approached talented First Nations voice over artists with cultural connections to some of the Sea Country Report survey key locations to record the animation scripts. The animations were promoted through a series of social media posts highlighting the Sea Country Report themes. See all three animations on the departments youtube channel.

33 Creative is now working on a subsequent related piece of work with NSW Department of Primary Industries and Regional Development, and look forward to sharing more on this in future.

You can find out more on this project and the Sea Country Report, including why it is important via the marine.nsw.gov.au website or their socials Facebook, Linked In, X @nswdpi and Instagram @NSW_Marineestate or #SeaCountryNSW

Tags Aboriginal, Animations, Artist, Caring for Sea Country, Collaboration, Community Resources, Department of Primary Industries, Fact Sheet, Icons, Lavinnia Ingliss, Marine Estate Management Team, Report, Sea Country, Social Media Content, Toolkit, Torres Strait Islander, Voice Overs

The brief

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!

Tags Aboriginal and Torres Strait Islander NDIS, Aboriginal Employment Strategy, celebration, Moree, We Deadly Together

The brief

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.

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!

Tags Cancer Australia, Our Mob and Cancer, resources development, Riki Salam

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.

Creative approach

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.

Tags hapee, hapee ears for early years, hearing australia

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.

Focussing on young adult audiences, 33 Creative’s role was to workshop, develop the messaging and advertising strategy, and produce social assets, e-newsletters, video content, and print advertising material based on an existing look-and-feel which NAISDA supplied to us as part of the brief.

The produced content was short, sharp, and vibrant, and delivered primarily through paid and organic social media. The assets suite comprises materials that are bright, contemporary and cut-through. These materials were complemented by print and radio advertising (English / Yumpla Tok) media engagement and personal stories of current and former NAISDA artists to enhance the relatability and diversity of experiences that NAISDA supports.

The media campaign was successful, generating more than 24 stories across 15 outlets nationally. The 2022 auditions campaign also generated strong engagement via both paid advertising and organic social media content engagement, feeding into the college’s broader strategy of building brand awareness and reaching our communities both regionally, state-wide and nationally.

Tags Aboriginal and Torres Strait Islander dance school, bangarra dance, NAISDA, NAISDA Dance College

Australian Bureau Statistics (ABS) Aboriginal and Torres Strait Islander Brand Identity

The approach

33 Creative were engaged by the Australian Bureau Statistics (ABS) to develop an Aboriginal and Torres Strait Islander brand identity that aims to enrich the overall experience of First Nations people engaging with the ABS’s data and services.

33 Creative engaged two First Nations artists, developing the brief for creating a contemporary artwork that foregrounds Aboriginal and Torres Strait Islander peoples, cultures and experiences within Australia’s contemporary national story.

Each artist created an artwork that represented their culture and perspective on the ABS’s desire work more closely with Aboriginal and Torres Strait Island communities to tell their story of people and communities.

The impact

33 Creative facilitated the combining of the artworks and worked in partnership with both artists along the way to ensure their story was as they intended.

The resulting, ‘Our Story. Our Future.’ was created by Wiradjuri, Wotjobaluk, Yuin and Gumbaynggirr artist Luke Penrith, and Maluililgal people, Badu Island artist Naseli Tamwoy.

The artwork celebrates Indigenous stories as highly visible for the benefit of future generations. It embraces the cultural importance of storytelling and information sharing, entwined with a focus on working together for a strong future for children, family and community.

The use of colours and inclusion of country, land and sea, rivers and desert, reflects the diversity of Aboriginal and Torres Strait Islander peoples and cultures across the continent. Individual motifs are featured in icons to enhance visual representation of key concepts within the ABS work.

Using the finished artwork piece, 33 Creative further developed brand concepts as well as brand guidelines which showcased the brand’s application across a range of reference materials. The resulting brand has been implemented across the ABS work to engage First Nations communities, including in the 2021 National Census campaign.

Learn more about the final brand and artwork story here.

Tags Aboriginal and Torres Strait Islander Brand Identity, ABS, Australian Bureau Statistics, First Nations artist, Luke Penrith, Naseli Tamwoy