Category: Work

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.

Stop it at the Start is a long term behaviour change campaign, a national initiative of the Council of Australian Governments to stop violence against women where it begins.

33 Creative was engaged across all three campaign phases to deliver the Aboriginal and Torres Strait Islander component of the ‘Stop it at Start’ campaign to reduce domestic and family violence and sexual assault.

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.

Evaluation of the third phase of the campaign indicated recognition was strong among Indigenous respondents with 76% reporting they saw at least one element. This result was higher than campaign recognition with mainstream audiences. Indigenous influencers were also more likely to take action as a result of the campaign, most commonly reporting trying to be more respectful of others and considering their responses to a young person behaving disrespectfully.

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.

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