Category: Content creation

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

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.

Tags Aboriginal health organisations, Cancer Institute NSW, Helping Mob Live Healthy

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 25^th anniversary strategy and supporting brand activation – We Deadly Together.

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.

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

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.

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

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.

Tags 13 Yarn, Aboriginal and Torres Strait Islander influencers, Allira Potter, BlackFitness, crisis support workers, facebook, TikTok

Tourism Australia engaged 33 Creative to write and produce twenty case studies that showcase First Nations people, organisations and communities that deliver content and initiatives promoting and celebrating First Nations-led cultural experiences as increasingly transforming the tourism sector.

Presented as a 42-page booklet, the Indigenous Cultural Storytellers Booklet is designed to act as a talking point when approaching international media outlets about potential coverage to support and celebrate Indigenous-led cultural experiences in tourism.

Working collaboratively, Tourism Australia oversaw the booklet layout design, while 33 Creative facilitated talent interviews, refined case study angles, and produced twenty written case study pieces ahead of the booklet’s final production phase.

Working within a short project timeline, 33 Creative quickly established a 5-person team of experienced First Nations writers, ensuring the talent engagement and interview process, as well as the written case study outcomes, were culturally appropriate, relevant and enriching.

The outcome is a beautifully presented and diverse collection of stories and insights from leading First Nations professionals spanning the arts, fashion, food and theatre realms.

Some of the talent whose stories are featured across the twenty case studies included Wesley Enoch (theatre, festivals), Franchesca Cubillo (Arts), Leah Flanagan (Indigenous music), Nornie Bero (Torres Strait Islander chef), Frances Rings (Bangarra – Dance) and Ben Graetz (World Pride).

Tags Ben Graetz, Frances Rings, Franchesca Cubillo, Indigenous Cultural Storytellers, Leah Flanagan, Nornie Bero, Storytellers, Tourism Australia, Wesley Enoch

The brief

We were engaged by NSW Health to develop assets to promote oral health in the Aboriginal community. Our deliverables comprised of a poster, icons, videos, and an overall visual identity.

The approach

To kick off the project, we organised an onboarding workshop with our talented creatives. After laying down the groundwork, we reached out to the community for their input through a series of online consultations, where we tested our messaging and received invaluable feedback.

With this feedback in hand, we honed our creative approach and produced two insightful videos – one highlighting how to access dental services and the other providing education on daily oral hygiene. We also created a visually striking look and feel for the campaign, complete with key icons and a poster featuring images from our shoot, along with bespoke illustrations that supported our messaging.

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.

One Sydney, Many People 2021-2024 Strategy

Commissioned artwork and interpretation

We worked with artist and friend of 33 Creative, Luke Penrith with ancestry connected through the Wiradjuri, Wotjobaluk, the Yuin and the Gumbaynggirr Nation.

The commissioned artwork titled ‘Yanhambabirra Burambabirra Yalbailinya’ depicts a rich interconnected story of knowledge, community and growth, reflecting the history and future aspiration of the University. At the centre of the artwork is the Gadi (of the Xanthorrea genus), found on the grounds of the University campus and acknowledges our location in the heart of Gadigal country.

The central flowering bud reaches out with its orange ochre heartbeat and travels to the four pillars present in our strategy: Nguragaingun – Culture and Community (base); Eora – People (top); Ngara – Education and Research (right) and Pemulian – Environment (left). The heartbeat continues on to form four fire circles, each signifying a season of the year, and further to create two waves of knowledge corners (top right and base left).

The fire and flame motif links to the desire to share knowledge and to prosper along the journey.

The four coolamons support this journey through nurturing, sharing and nourishing that is required along the way. On two of the coolamons are clapsticks, representing welcoming with song, finding food with digging sticks, grinding grains and preparing food. The other two coolamons feature progressively growing triangle shapes, reflecting growth. We know that everyone’s journey is not always direct.

Our visitors’ circle, at the base right corner, tells the story of people on a journey, not lost, but still discovering along the way. Our visitors, at the top left corner, are on a clear path, and shown with considered balance. Throughout there is representation of water, sky, sea, sand and river, all speaking of Country where the journey began. The symmetry of the design and numerical repetition tells the story of investing in people, creating balance and harmony through perseverance and determination. You may have to complete the same task multiple times before the balance is complete.

Tags Luke Penrith, Many People, One Sydney, University of Sydney

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!

33 Creative facilitated the outreach of Indigenous influencers and managed the communication, briefing and development of content between the client and each influencer involved in both phase one and phase two. This involved researching and selecting suitable influencers with a platform that would best achieve the goals of the client. This resulted in a successful onboarding of 29 influencers including Bianca Hunt, Mitch Tambo, Casey Donovan and Rachael Sarra.

Each influencer provided creative content that engaged their audiences and raised awareness of the summit and the #BuyBlak Friday ecommerce event. We worked closely with Meta to provide creative guidance to each influencer ensuring their content was entertaining, engaging and/or informative.

33 Creative also produced the campaign’s broadcast suite, video content and social assets which supported all stages across the 8-week active campaign.

The artwork

Talented Menang Gnudju Noongar artist, Kiya Watt created the artwork ‘Journey’ featuring her trademark style. The Yakan’s (Turtles) represents opportunity and growth travelling separately and eventually coming together to create the future. The circles show strength and power in their pathways taken and the different colours highlight the connection between them when separated. All symbols tie together beautifully showing the journey and steps it takes to get anywhere in life, every pathway matters and is needed to learn valuable lessons.

Kiya talks through the story behind her artwork:

“Because it was created for Indigenous Business Month it encapsulates the strength in Indigenous Business and everything that we do. I wanted to highlight the leadership it takes to go on our own path. As they are both Blak they strengthen each other, they support each other, but on their own individual pathway.”

“It shows the journey and the leadership to take separate paths and the strength that it takes in taking these separate paths into leadership. It also shows the circles here that show the ongoing cycles and inspiration it brings in taking these leaps into our own pathways.”

The outcome

Since the campaign was launched it has reach 6.2 million Australians and made over 9 million impressions. This is above the benchmark of 2-3 impressions to convert 1-2 for brand recall. There was a 5% measure of brand recall. The highest performing ad was the video with 6.2% brand recall.

Tags buyblak, buyblaksummit, facebook, tradingblak

The brief

33 Creative have a long working relationship with the NSW Centre for Aboriginal Health and a combined passion for improving the health and wellbeing of communities.

We were engaged by the NSW Government to support the rollout of communications and engagement throughout the COVID-19 pandemic crisis management and subsequent vaccine rollout. This is a project close to our hearts, helping to keep mob informed and protected.

The approach

Working with the Centre for Aboriginal Health, the Department of Customer Service, NSW Aboriginal Affairs and Aboriginal Health and Medical Research Council (AH&MRC), we contributed to the development and continual refinement of a communications strategy, including developing tailored resources to better support engagement with Aboriginal and Torres Strait Islander communities and stakeholders in NSW. We have worked flexibly with the Centre for Aboriginal Health throughout the pandemic, responding to ever changing situation.

A key priority of our approach was ensuring community voices were leading and elevated throughout the content, maximising reach and trust quickly.

We engaged community champions to share their experiences and encourage COVID safe behaviours throughout the campaign, ensuring health messages were delivered by trusted community leaders and health workers.

Community champion videos were highly effective in engaging community and formed an integral part of the campaign. Regular stakeholder toolkits and eDMs were also made available for stakeholders (including Aboriginal Community Controlled Health Services and Local Health Districts) to share locally.

We produced a number of TVCs, press, outdoor, digital, social and radio advertisements throughout the campaign to promote ways to help keep our mob safe.

We also produced a music video collaboration, with Mi-Kaisha and Nooky, to encourage youth social distancing at the early stages of the pandemic. The video clip was featured on The Project and boosted through NITV and other community channels, and was a finalist in the NSW Health Awards.

Tags Centre for Aboriginal Health, Covid-19, Department of Customer Service, Mi-Kaisha, Nooky, NSW Aboriginal Affairs, NSW Government, NSW Health