Category: Work

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.

National Association of Aboriginal and Torres Strait Islander Health Workers – 2022 National Conference

We worked with the National Association of Aboriginal and Torres Strait Islander Health Workers (NAATSIHWP) to share the story of the association’s 2022 National Conference, held on Gadigal land in Sydney. NAATSIHWP is a national peak workforce association committed to ensuring Australia’s healthcare system meets the needs of Aboriginal and Torres Strait Islander people.

We produced, shot, edited and helped to coordinate and plan a series of videos to showcase the gathering and promote the important work being done by Aboriginal and Torres Strait Islander health workers across the country. All content was produced by our inhouse video production team.

National Association of Aboriginal and Torres Strait Islander Health Workers – 2022 National Conference

We worked with the National Association of Aboriginal and Torres Strait Islander Health Workers (NAATSIHWP) to share the story of the association’s 2022 National Conference, held on Gadigal land in Sydney. NAATSIHWP is a national peak workforce association committed to ensuring Australia’s healthcare system meets the needs of Aboriginal and Torres Strait Islander people.

We produced, shot, edited and helped to coordinate and plan a series of videos to showcase the gathering and promote the important work being done by Aboriginal and Torres Strait Islander health workers across the country. All content was produced by our inhouse video production team.

The approach

Our video production team worked closely with JRNSW to develop the creative approach for the videos, helping to coordinate talent, locations, interview questions and all logistical aspects of the production.

The videos were filmed across multiple locations in the New South Wales communities of Moree and Mt Druitt, involving several speakers from each community.

“This was a wonderful project to be a part of. From a production point of view, the Moree youth event and river gathering provided great opportunities to acquire interesting b-roll. We wanted powerful portrait shots of local community members to be a feature of the videos. Our team consisted of a single videographer supported by two production assistants. By opting for a lightweight camera and lighting setup, we were able to adapt, on the run, to various interview locations where prior location scouting wasn’t always possible. The closer proximity of the Mt Druitt shoot allowed us to bring some additional lighting equipment that made it possible to transform the look of a small and challenging room within a local community centre for several key interviews.”

33 Creative Video Production Director, Jake Keane

Isaiah Just Reinvest

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

National Association of Aboriginal and Torres Strait Islander Health Workers – 2022 National Conference

We worked with the National Association of Aboriginal and Torres Strait Islander Health Workers (NAATSIHWP) to share the story of the association’s 2022 National Conference, held on Gadigal land in Sydney. NAATSIHWP is a national peak workforce association committed to ensuring Australia’s healthcare system meets the needs of Aboriginal and Torres Strait Islander people.

We produced, shot, edited and helped to coordinate and plan a series of videos to showcase the gathering and promote the important work being done by Aboriginal and Torres Strait Islander health workers across the country. All content was produced by our inhouse video production team.

Based on in-depth research that found adults often dismiss or ignore disrespectful attitudes and behaviours towards women and girls without realising it, the campaign aims to bring together families and communities to positively influence young people’s attitudes towards respectful relationships and gender equality.

We took a strengths-based approach to empower influencers of young people to role model positive relationships and take an active role in talking about respect and calling out disrespectful behaviours when they occur.

The creative approach utilised a series of community-based campaign supporters who shared their unique experiences as part of the campaign, to motivate others.

We produced a range of advertising executions supported by relevant and culturally appropriate materials and resources, including supporter stories, visual storybooks, posters, social media graphics, fact sheets and pamphlets, conversation guides, an excuse interpreter and a respect checklist.

We worked with community controlled and other organisations nationally to distribute the resources on the ground, 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 approach

Our video production team worked closely with JRNSW to develop the creative approach for the videos, helping to coordinate talent, locations, interview questions and all logistical aspects of the production.

The videos were filmed across multiple locations in the New South Wales communities of Moree and Mt Druitt, involving several speakers from each community.

“This was a wonderful project to be a part of. From a production point of view, the Moree youth event and river gathering provided great opportunities to acquire interesting b-roll. We wanted powerful portrait shots of local community members to be a feature of the videos. Our team consisted of a single videographer supported by two production assistants. By opting for a lightweight camera and lighting setup, we were able to adapt, on the run, to various interview locations where prior location scouting wasn’t always possible. The closer proximity of the Mt Druitt shoot allowed us to bring some additional lighting equipment that made it possible to transform the look of a small and challenging room within a local community centre for several key interviews.”

33 Creative Video Production Director, Jake Keane

Isaiah Just Reinvest

Help spread this important message. Share the campaign materials.

‘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.

Share the resources in your community.

 

Apology 10

In 2018, we worked with the Healing Foundation to event produce Apology 10, a concert held on the Lawns of Parliament House in Canberra to commemorate the 10th Anniversary of the 2008 Apology to the Stolen Generations.

The Healing Foundation is a national Aboriginal and Torres Strait Islander organisation established in 2009 to address the ongoing trauma in Aboriginal and Torres Strait Islander communities caused by past actions like the Stolen Generations.

Around 3,000 people attended to the event which featured live performances from some of Australia’s biggest Indigenous and non-Indigenous performers, including Shellie Morris, Electric Fields, Busby Marou, Archie Roach and the Preatures.

Thousands more followed the concert live via National Indigenous Television’s Facebook page. The event was was co-hosted by music commentator and broadcaster Myf Warhurst and Indigenous comedian Steven Oliver.

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33 Creative managed all aspects of event production including:

  • Developing and implementing a publicity and marketing strategy, which included the development and dissemination of materials, social media strategy, and advertising
  • Created the show, including talent, look and feel, venue dressing
  • Worked on staging and technical production with sub-contractors
  • Managed all production aspects, including site plan and management, risk management, safety, bump-in and bump-out
  • Booked and managed all stall-holders, caterers,
  • Managed the Facebook live broadcast with NITV with a tight turnaround, including technical, practical and legal requirements
  • Managed the budget, sub-contractors, talent negotiations and all payments
  • Conceptualising and producing a number of on-site activations to encourage engagement.

We delivered a successful event in terms of attendance and engagement, and produced all creative elements, including the line-up, talent management, design and execution of the set, audio visual elements to support the concerts

We also managed all marketing, media and PR associated with  the events to ensure maximum attendance and real engagement, which included negotiating a live broadcast with NITV