Category: Design

Celebrating the lifelong achievements of the remarkable Aunty Ruby Hunter

On October 24, 2025, in partnership with Google, we honoured and platformed Ngarrindjeri, Kokatha, Pitjantjatjara woman, Aunty Ruby Hunter, a remarkable creative artist, musician, actress and activist, in her very own Google Doodle.

Google Doodles are the creative and delightful changes made to the Google logo. They celebrate a range of local and international topics ranging from holidays and anniversaries, to trailblazing individuals who have impacted culture.

Adhering to cultural protocol and living our values out loud, 33 Creative ensured that our process included working closely with the family to gain a deeper understanding of Aunty Ruby as an individual, her passions, achievements and impact on both First Nations and non-First Nations Peoples throughout her lifetime.

In collaboration with the family, we approached Arrernte and Kalkadoon artist, Thea Anamara Perkins, to invite her to be the artist to mark this significant milestone. Thea’s extraordinary talent and ability to capture the essence of Aunty Ruby resulted in a hand painted Doodle which recreates a photo of Aunty Ruby playing her guitar on Ngarrindjeri Country, located on the beautiful Kurongk (Coorong). The pelican in the image signifies one of Aunty Ruby’s cultural totems, which was a prominent symbol in her life and work.

Thea shares “It was an absolute privilege to be invited to honour Aunty Ruby Hunter as she is definitely a hero for me. She is a trailblazer for First Nations women in music. It is very special to be a small part of keeping her story alive, as well as sharing it with new audiences.”

To see and read more about the Google Doodle, click here.

Tags Aunty Ruby Hunter, Google Doodle, Thea Anamara Perkins

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.

As part of the campaign, we worked with Gamilaroi Ularoi yinarr, Lakkari Pitt from Walgett, NSW, to create artwork that reflected the knowledge passed down through generations by her Elders and significant figures in her life. Lakkari’s artwork featured four symbols:

Elders and our culture: Representing the beauty of our culture and the knowledge passed down by our Elders.
Journey lines: Symbolising healthy connections.
Mutual respect: Depicting two people, highlighting mutual respect in relationships.
Connections: Illustrating many people, symbolising our kinship systems.

We developed a quiz, inspired by classic magazine quizzes, asking people to identify which behaviours in a relationship are healthy. Another key resource was a Yarning Guide, designed to help friends, family members, teachers, and other support someone who might be experiencing coercive control in their relationship.

Tags Bianca Hunt, Coercive control, Connor Watson, NSW Department of Communities and Justice, Outback Tom), Real Lubly vodcast, Tom Forrest

Dangkal Gwo’yal-wa:
First Nations Land and Water Management Forum

27-29 August 2024 saw our events team bring to life Dangkal Gwo’yal-wa, First Nations Land and Water Management Forum on Larrakia Nation in Darwin.

The culmination of a year’s working with the National Indigenous Australians Agency to bring the largest gathering of First Nations Rangers and supporting organisations together with a focus on sharing knowledge and practices to keep land and water Country strong by preserving the unique resources through the effective management of Country.

33 Creative were proud to deliver the three day forum at the Darwin Convention Centre with On Country experiences delivered by Larrakia Nation. An Interactive Marketplace full of local and national organisations that support the sector as well as producing a gala night with local performances, fabulous food and the First Nations Night Market which was a huge success for the First Nations businesses that participated.

Interactive Marketplace at the First Nations Land and Water management Forum

Our event artwork was created by the super talented Trent ‘Bundirrik’ Lee. Trent is a Larrakia artist who has spent a lifetime learning from his father and family to paint, carve and tell the stories of his people. At around 7 years of age, he was taught by his father to paint in his traditional method. As his skills progressed, he learnt how to carve, creating cultural artefacts, tools, spears, boomerangs and other carving like birds, turtles and stingrays just to name a few. His craft has continued to evolve and you can see if creation on surfboards, footballs, records, and has created street art.

Dangkal Gwo’yal-wa (Strong Country), 2024 by Trent ‘Bundirrik’ Lee

Dangkal Gwo’yal-wa depicts the wise owl with impectable eyesight, keeping an eye on country, water ways and people – connecting us with our spiritual energy. Lee includes referenced to the Larrakia community and connection to Country and dramatic gradient of sky hues linking all Aboriginal and Torres Strait Peoples.

The four circles present the significant themes of the 2024 First Nations Land and Water Management Forum, supporting organisations to build capability and foster partnership while building understanding of Indigenous land and water management priorities across the nation; Learning from old ways (Culture); Embracing the new ways (Technology); Learning from each other (Collaboration) and Looking forward to our future (Strategic). The feathers on top of owl show all rangers coming together, the most important aspect of the Forum, the choices made to become a ranger, and nurture a strong Country.

The three-day forum included a Gala dinner that featured local produce in the fine dining menu from the wonderful team at the Darwin Convention Centre. Our talented musicians and outstanding line up of entertainment was delivered by The Youth Mill Performing Arts Company, a local First Nations performing arts group that nurtures Young First Nations talent and empowers Indigenous artists by intertwining traditional heritage with contemporary expression.

Tags Dangkal Gwo’yal-wa, Darwin Convention Centre, First Nations Land and Water Management Forum, First Nations Rangers, Larrakia Nation., Night Market, Strong Country, Trent ‘Bundirrik’ Lee

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

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

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.

Minister for Indigenous Australians, the Hon Linda Burney MP addressed the delegates on the first morning of the summit.

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 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.

Tags Australia Council for the Arts, First Nations Arts and Culture, Gala Dinner, Jordan Lovegrove, Kaurna Yerta, Purrumpa

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.

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 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.

Tags Aunty Matilda House, Counting Actions Not Anniversaries, Culture is Life, Dr Shellie Morris AO, Healing Foundation, Jessie Lloyd, John Paul Janke, Kebi Kub, Kiwat, Madi Colville-Walker, Make Healing Happen, Muggera, National Film and Sound Archive, Paul House, Radical Son, Yuwaya Wilma Lu Danz Company

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.

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.

The program

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 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