Category: Design

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!

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.
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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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33 Creative would like to thank the Australia Council for the Arts for the opportunity to work on such an historic gathering.

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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33 Creative would like to thank the Australia Council for the Arts for the opportunity to work on such an historic gathering.

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

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

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

Philanthropic organisation the Paul Ramsay Foundation partnered with six First Nations project partners, to elevate Aboriginal and Torres Strait Islander voice, leadership and agency in education.

The program supports the six projects driven by Indigenous led education practices with a focus on language and culture in supporting education and youth success. ​

Paul Ramsay Foundation Brand Guidelines

Creative approach

We were pleased to be part of the program, bringing together the six partners to create a shared communications framework to share the impact of the projects individually and as a collective.

A key focus of the approach was elevating First Nations voices as leaders in education sovereignty to enhance the reach of projects and leaders.

The design approach also elevated the partner organisations in leading the work, supported by the Paul Ramsay Foundation. A partner pack was created to support a shared purpose, messaging and focus of the program wide communications, in conjunction with individual project communications lead by each organisation.

Paul Ramsay Foundation Partner Pack

The impact

The program announcement was a collaborative media release featuring each of the program partners and distributed to media nationally.

We worked with program partners and their agencies to support media pitching, supporting deeper coverage of the projects designed to promote Indigenous led education and influence more support for similar projects nationally.

We look forward to seeing the impact of the projects to support education outcomes!

Paul Ramsay Foundation Social Media Tiles

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.

Oral Health Poster resource

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.

video

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.

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.

Oral Health Poster resource

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.

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

Philanthropic organisation the Paul Ramsay Foundation partnered with six First Nations project partners, to elevate Aboriginal and Torres Strait Islander voice, leadership and agency in education.

The program supports the six projects driven by Indigenous led education practices with a focus on language and culture in supporting education and youth success. ​

The words

Knowing this campaign required a bolder, braver approach, we pitched a theme that responded directly to complacency and tokenism, with the words:

“More than a word. Reconciliation takes action.”

The aim was to encourage Australians to commit themselves to the movement, emphasising that reconciliation can only be achieved through meaningful reflection, dialogue and action.

Bringing the notion of reconciliation into tangibility, this year’s theme is about action. It takes sincere engagement and quantifiable action to truly begin to reconcile. It also takes truth telling. And listening.

The art

Responding to the client’s preference for a bright, bold visual approach, we worked closely with Warumungu/Wombaya artist, Jessica Johnson, who developed the incredible artwork for 2021. This was a highly collaborative process that allowed Jessica’s art to be integrated appropriately by our design team across various materials (including an animation) without losing its meaning or heart.

Jessica’s work for NRW2021 tells the story of the land and community sharing a united call for action on reconciliation.

“With their rainbow shaped souls the spirits ask for us to join and make reconciliation more than a word, take action” – Action by Jessica Johnson

The impact
The theme ‘More than a word. Reconciliation takes Action’, has been shared across a number of design assets including an animation which was broadcast nationally on TV and online.

About NRW
Each year, NRW takes place from the 27th March to 3rd June. These dates are significant in that they commemorate milestones for Aboriginal and Torres Strait Islander people.

May 27th marks the anniversary of the 1967 referendum whereby Aboriginal and Torres Strait Islander people were constitutionally recognised in the Census. June 3rd marks the 1992 date of the High Court’s decision to overturn the legal doctrine of terra nullius, which in spite of 65,000 years of Indigenous custodianship – defined the Australian continent as ‘uninhabited’. This event is often referred to as the ‘Mabo decision’ as it took place as a result of the work of Eddie Mabo, a Torres Strait Islander man whose campaign work and legacy remain instrumental to date.

So where to next?
National Reconciliation Australia have compiled 20 actions for reconciliation. Visit the official NRW 2021 site for more information.

Click here to watch the video, or visit here to download posters, social assets and other resources for NRW.