Category: Content creation

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.

Mi-Kaisha

The brief

Following the global events of 2020, we worked with Indigenous Business Australia’s (IBA) Strong Women Strong Business (SWSB) team to re-imagine what supporting Indigenous women in business in the current climate could look like.

We worked with IBA to invigorate their social platforms to align with the new online business environment following the impact of COVID-19. Our focus quickly shifted to building on meaningful and accessible ways to cultivate the SWSB network and create a strong sense of community for Indigenous women in business online.

The impact

SWSB members adapted – as strong women in business do – to the new challenges brought about by COVID-19. The online SWSB Facebook group grew vastly into a flourishing interactive hub for likeminded women to support each other in life and in business through unprecedented times. The first half of 2021 saw the existing SWSB Facebook membership grow by 22 percent.

As part of the overall strategy, we worked with the SWSB team to analyse recurring themes and universal experiences SWSB members were contending with in the current COVID landscape, building this into the strategy.  A key deliverable was the development of SWSB’s first ever regular newsletter.

Now at 1,160 subscribers and growing strong, the newsletter provides another medium to tell stories and unite the SWSB community through rich, focused and user-generated content. Moreover, the ‘Women in Business’ section of the newsletter has consistently been one of the top four performing click links of each newsletter edition so far.

Other deliverables included the successful implementation of a social media risk management and moderation response guide, as well as the establishment of the SWSB Instagram community which is currently at 1.2K members and steadily growing.

Re-strategising and building on SWSB’s online community also meant that conversations and opportunities to network were made more accessible to Indigenous women in business in regional and remote areas – a key focus for SWSB.

Gandangara Local Aboriginal Land Council

In 2022 and 2023, we were commissioned by Gandangara Local Aboriginal Land Council to produce a video that promoted the holistic benefits of Yarning Circles.

Gandangara honours the Yarning Circle as a culturally safe practice with wide-ranging benefits for all peoples and organisations.

We shot the video over two days across three locations in Western Sydney. The voice over was recorded in a studio in Surry Hills, Sydney.

Our production team were centrally involved in all aspects of the project, including concept development, logistics, shoot and edit.

The Coalition of Peaks video series

In 2022 and 2023, 33 Creative partnered with the Coalition of Peaks to produce a series of videos that communicate different aspects related to the work the Coalition of Peaks has been doing with Australian governments to close the health and education gaps that exist between Indigenous and non-Indigenous Australians.

The Coalition of Peaks are made up of over 80 Aboriginal and Torres Strait Islander community-controlled peak and member organisations across Australia who came together as an act of self-determination to work together with Australian governments on Closing the Gap.

Our team filmed several interviews with Coalition of Peaks members at two gatherings held in Melbourne and Sydney, and were centrally involved in the strategy, planning and coordination of the video series.

The brief

33 Creative were engaged by the Department of Social Services to support the development and implementation of the Care and Support Workforce campaign for Aboriginal and Torres Strait Islander audiences.

The campaign aims to raise awareness of the employment opportunities in the care and support sector – specifically aged care, disability support and veterans’ care – among Aboriginal and Torres Strait Islander audiences.

Care Workforce social tiles

The campaign

In developing the campaign, we commissioned an artwork by artist and person with  disability, Wayne Connelly of Yarrabah, ‘One People, One Fire’.

The creative approach featured a series of community-based care and support workers and the people they support, who shared their unique experiences as part of the sector to motivate others to join the workforce. We highlighted positive stories of working in the sector, showcasing the benefits to both support workers and the people they support. The creative featured Aboriginal aged care worker Julie and aged care recipient Joyce, and Aboriginal disability support worker Clinton, who provides in-home support to Denise.

We produced a range of advertising executions supported by relevant and culturally appropriate materials and resources, including video and written case studies and social media graphics.

We also developed a range of information materials and resources to promote the care and support sector such as factsheets, posters and a stakeholder toolkit, which we activated through engagement with stakeholders such as employment and student networks.

The outcome

We worked with community-based and national organisations to distribute the resources across Australia, generating grassroots engagement and action.

We are proud of the campaign and would especially like to thank our campaign supporters who shared their stories to drive positive change.

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 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.

Mi-Kaisha

Client Testimonial

“The team at 33 Creative brought their expert guidance and enthusiastic engagement right from the initial planning stages of our filming project. Their creative expertise made the filming process seamless and ensured the final products were of the highest quality. The team at 33 Creative were incredibly responsive and flexible in meeting our needs, especially given the uncertainty of a changing COVID landscape. From the outset of strategic planning through to the delivery of the final videos, everyone was impressed by the team’s enthusiasm and hands-on approach. The final products exceeded our expectations, and we are incredibly grateful to them for turning our ideas into compelling communication pieces.”

Yours sincerely, on behalf of the team at Just Reinvest NSW.

Just Reinvest Just Reinvest

R U OK? Stronger Together Campaign

Concerned about the high rates of suicide among Aboriginal and Torres Strait Islander communities, R U OK? contracted 33 Creative to provide advice and develop a targeted, national communications campaign.

Working closely with the R U OK? Indigenous Advisory panel, we developed and produced culturally appropriate advertising materials, including assets for television, radio and digital. We also developed a style guide, templates and tools to help communities to start a conversation about mental health and suicide prevention.

We delivered media and social media strategies and hosted a media launch which was well attended and reported on national outlets. Followed up with targeted stakeholder engagement to continue momentum of the campaign and resources throughout the year and in the lead up to annual R U OK? Day activities, including social media assets and moderation guidelines for culturally safe conversations.

In producing the video assets, we worked with key ambassadors to share their story and personal struggle of tough times. This storytelling approach showed the community that it’s okay to talk about these issues, to break down stigma and encourage members of the community that together, we are stronger. The end result is highly engaging video and digital content delivered across multiple platforms.

Read our media release to learn more about the Stronger Together campaign.
R U OK? Campaign image featuring Steven Satour

‘Your Health is in Your Hands’ is a national project to raise awareness and boost the rates of MBS 715 Aboriginal and Torres Strait Islander Health checks among the patient and health practitioner communities. The project is aimed at increasing awareness and understanding of the benefit of health checks to lead to behaviour change, and overall, better health outcomes for our community.

We created a positive, empowering campaign approach that engages patients about the personal health benefits, while ensuring health practitioners are informed about the importance of culturally safe care. This was informed by research and concept testing with key target audiences.

‘Your Health is in Your Hands’ materials are highly visual and engaging, utilising Luke Penrith’s artwork, ‘Let’s Walk and Talk Out Bush’ telling the cultural importance of good health and wellbeing.

Our work on the campaign included the production of patient and health professional brochures, a community poster, a patient journey graphic for health workers, an animation informing people about the health check,  a two part podcast featuring Dr Ngaire Brown and video case study stories and social media assets.

Real stories were featured in video case studies highlighting the success and dedication of Aboriginal health services in delivering the 715 health check, reducing barriers to getting or undertaking a health check, by sharing real experiences.  

For implementation, we developed a stakeholder distribution strategy with targeted engagement and follow up with remote, regional and urban health providers and communities. Focused engagement on social media and through digital editorial is also used to continue momentum throughout the strategy implementation, including generating user contribution and content to engage target groups. 

We thank the communities and stakeholders that collaborated with us to refine these materials; Aboriginal and Torres Strait Islander and non-Indigenous health practitioners, including Royal College of General Practitioners and National Aboriginal Community Controlled Health Organisation.

Help spread the word about the importance of a 715 health check.

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