Category: Content creation

IAG RAP Launch

The Brief

IAG held an event celebrating the launch of its stretch Reconciliation Action Plan. The event was held at the National Centre of Indigenous Excellence, with approximately 60 people in attendance and 150 people watching the event’s livestream.

33 Creative was engaged in producing the event’s audio visual component, filming the livestream, and creating a video highlight reel of the event.

video

The Approach

To capture the significance of IAG’s RAP, a video was created showcasing the event’s highlights and interviewing attendees on the importance of reconciliation and their hopes for what the Reconciliation Action Plan will achieve.

We collaborated with DPLR in the filming of the panel discussion, which was livestreamed to approximately 150 people.

Following the panel discussion, the attendees participated in cultural activity workshops, which included painting, weaving and a presentation on tools and artefacts. 

The video was released on July 1st in tandem with the launch of IAG’s Stretch Reconciliation Action Plan.

Special thanks to IAG for having us be a part of this momentous occasion and to DPLR for your collaboration and hard work.

IAG RAP Launch

The Brief

IAG held an event celebrating the launch of its stretch Reconciliation Action Plan. The event was held at the National Centre of Indigenous Excellence, with approximately 60 people in attendance and 150 people watching the event’s livestream.

33 Creative was engaged in producing the event’s audio visual component, filming the livestream, and creating a video highlight reel of the event.

video

The Approach

To capture the significance of IAG’s RAP, a video was created showcasing the event’s highlights and interviewing attendees on the importance of reconciliation and their hopes for what the Reconciliation Action Plan will achieve.

We collaborated with DPLR in the filming of the panel discussion, which was livestreamed to approximately 150 people.

Following the panel discussion, the attendees participated in cultural activity workshops, which included painting, weaving and a presentation on tools and artefacts. 

The video was released on July 1st in tandem with the launch of IAG’s Stretch Reconciliation Action Plan.

Special thanks to IAG for having us be a part of this momentous occasion and to DPLR for your collaboration and hard work.

video
Water Facilities in Bega and Kempsey Water Facilities in Bega and Kempsey Water Traineeships in Bega and Kempsey

IAG RAP Launch

The Brief

IAG held an event celebrating the launch of its stretch Reconciliation Action Plan. The event was held at the National Centre of Indigenous Excellence, with approximately 60 people in attendance and 150 people watching the event’s livestream.

33 Creative was engaged in producing the event’s audio visual component, filming the livestream, and creating a video highlight reel of the event.

video

The Approach

To capture the significance of IAG’s RAP, a video was created showcasing the event’s highlights and interviewing attendees on the importance of reconciliation and their hopes for what the Reconciliation Action Plan will achieve.

We collaborated with DPLR in the filming of the panel discussion, which was livestreamed to approximately 150 people.

Following the panel discussion, the attendees participated in cultural activity workshops, which included painting, weaving and a presentation on tools and artefacts. 

The video was released on July 1st in tandem with the launch of IAG’s Stretch Reconciliation Action Plan.

Special thanks to IAG for having us be a part of this momentous occasion and to DPLR for your collaboration and hard work.

Water Facilities in Bega and Kempsey Water Facilities in Bega and Kempsey Water Traineeships in Bega and Kempsey

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

The Approach

To capture the significance of IAG’s RAP, a video was created showcasing the event’s highlights and interviewing attendees on the importance of reconciliation and their hopes for what the Reconciliation Action Plan will achieve.

We collaborated with DPLR in the filming of the panel discussion, which was livestreamed to approximately 150 people.

Following the panel discussion, the attendees participated in cultural activity workshops, which included painting, weaving and a presentation on tools and artefacts. 

The video was released on July 1st in tandem with the launch of IAG’s Stretch Reconciliation Action Plan.

Special thanks to IAG for having us be a part of this momentous occasion and to DPLR for your collaboration and hard work.

Double Sided Printed Quiz with relationship questions to help identify a not so lubly realtionship.

Our printed resources were distributed in high-traffic community hubs such as Aboriginal Medical Services and family centres. Each item included a QR code linking to our video content, ensuring the conversation extended beyond physical spaces and into the digital realm.

We focused on making the content engaging and empowering, giving people the tools to identify harmful behaviours without feeling overwhelmed. By collaborating with local partners and trusted voices, we ensured the messaging was both relatable and uplifting.

Our influencer-led videos gained significant traction on social media, with widespread views and shares. The campaign didn’t just raise awareness; it inspired meaningful engagement and action.

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.

Double Sided Printed Quiz with relationship questions to help identify a not so lubly realtionship.

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.  

video
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. 

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.  

video

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.

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!

Be That teacher Campaign poster and Factsheet

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.

 

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.

video

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 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.  

Sea Country toolkit

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.  

Sea Country social tiles

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.

video

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