Category: Strategy

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

13 YARN provide 24/ 7 confidential, culturally safe crisis support. The First Nations led service connects Aboriginal and Torres Strait Islanders with trained crisis support workers to to yarn about your needs, worries or concerns without judgement.

33 were engaged by 13 YARN to enhance the reach and awareness of the service. We worked with the team to create a social campaign featuring diverse Aboriginal and Torres Strait Islander influencers to promote the 13 YARN services to their audiences and enhance overall awareness in First Nations communities. We were excited to be working on this campaign being the first crisis support for First Nations people in Australia.

Creative approach

Our creative approach was purposeful and targeted to make sure we engaged talent that aligned with the known high users of the service, including age groups and cohorts of the community at highest risk of crisis situations.

Working with 11 Aboriginal and Torres Strait Islander influencers across Facebook, Instagram and TikTok, we created a brief that allowed our content creators to make content that was engaging and resonated with their individual audiences in an authentic and meaningful way. We wanted creators to feel empowered to talk to their audiences about mental health, and promote that there is a service out there specifically for mob to call during times of need.

 

Highlighting creators

BlackFitness

Josh from Black Fitness, a young Wiradjuri man, drew on his personal experience to create content that was both reflective of his own journey and lived experience sharing his own tips to look after your mental health and wellbeing.

Allira Potter

Working with proud Yorta-Yorta woman Allira, we were able to reach her audience of over 40,000 people to create a message that not only promoted the 13 YARN service but more broadly reduce stigma and shame associated with mob talking about their mental health.

If you or someone you know is experiencing crisis, visit 13 YARN or call 13 92 76, 24 hours a day, 7 days a week.

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

Sharing language and culture with Gujaga Foundation

Established in 2019, the Gujaga Foundation is the peak organisation leading Dharawal language, cultural and research activities, led by and for the La Perouse Aboriginal community.

As a social enterprise, the community run organisation provides fee for service activities that support free language programs and cultural activities to be delivered back into the community, revitalising and preserving Dharawal language for future generations.

33 Creative were delighted to work with the Gujaga team to develop an overarching communications strategy to promote the work of the foundation in leading language, culture and research, build community engagement and support long term, meaningful relationships with its partners.

The final delivery of the strategy has been completed, to support internal teams in rollout.

To find out more about Gujaga visit www.gujaga.org.au or follow on Instagram for #dharawal language words and updates!

2022 Indigenous Business Month

Background

33 Creative, together with Dr Michelle Evans of the MURRA Indigenous Business Master Class Program and Leesa Watego of Iscariot Media and their teams, led another successful Indigenous Business Month in the month of October. The theme for the 8th Indigenous Business Month was “Actions Today, Impact Tomorrow” which called upon First Nations business owners and non-Indigenous allies to gather online and in community to look at our actions today and how they impact our tomorrow.

As business leaders, we wear many hats. Inspiring the next generation of business leaders is one – what we say and do today in our communities could be the spark that inspires our businesses of tomorrow.

Indigenous Business Month Awards

2022 saw the highest number of award applications in the last three years and a particular growth in the number of Regional Indigenous Businesses getting on board.

This year’s winners were:

Indigenous Business Month is about shining the light on those that are doing amazing things. We encourage everyone to get across the activity of this year’s award winners and keep an eye to other Indigenous Businesses achieving remarkable things. As Indigenous Businesses we should recognise, value and reward our Actions Today, having positive Impact Tomorrow.

Visit the Indigenous Business Month website for more information and follow our #IndigBizMonth socials – Facebook, Instagram, Linked In and Twitter to keep up to date on #IndigenousBusinessMonth

Indigenous Business Month Awards

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. ​

33 Creative worked between community and a designated steering committee to see that the communication and brand strategy was fit not only for the Premier’s priority, but most importantly, relevant and accessible to First Nations audiences – especially students, and their parents and carers.

Artwork by Kamilaroi Student, Felicity Adams

The Aboriginal artwork incorporated throughout the campaign was created by student, Felicity Adams, who is a proud descendant of the Kamilaroi people, currently living and learning on Dharug Country.

“This artwork is about the journey we take through school and our continuation to learn and grow. Each section represents our growth and understanding during our schooling until we are full of knowledge and prepared for the world beyond school. The four outside sections represent us continuously learning and trying to reach our full potential. For the middle section, I used dots in different colours, patterns, and sizes to represent all the knowledge we accumulate during school, including what we learn about ourselves and our culture. Our mix of knowledge and understanding is represented as a beautiful, intertwined piece of art.”

– Felicity Adams

Following the development of the communications strategy, 33 Creative’s Aboriginal internal design team worked with Felicity’s striking artwork, to develop a full suite of digital and print materials to support My Future, My Culture, My Way.  These assets were successfully rolled out, comprising informative fact sheets, social media assets, an infographic, and a comprehensive style guide and stakeholder toolkit to support the application of these campaign materials. Ahead of the My Future, My Culture, My Way launching, we also developed the campaign’s inaugural e-newsletter communications piece which cultivated high engagement from key community members and stakeholders.

As of early 2022, My Future, My Culture, My Way, has been successfully implemented and rolled out.

Click here to download the campaign resources or sign up here for My Future, My Culture, My Way newsletter updates.

The brief

Founded by Adam Goodes and Michael O’Loughlin, GO Foundation established a scholarships program for First Nations students and provides access, opportunity and cultural support for students to ensure their journey through school is as rich and rewarding as possible.

GO Foundation engaged us to facilitate an online workshop and develop a communication strategy to support their new business strategy and partnerships model and refine their communication priorities.

Our role in this project saw us conduct a strategy workshop session with key members from GO Foundation and the 33 Creative team. We undertook a review of their existing communications activities, key priorities, and pain points across the organisation. This included a full audit of current social media channels and content.

The impact

We developed a communications strategy to align with the strategic plan that focused on three key areas to guide and prioritise activity and showcase the unique offering through GO Foundation. This included recommendations on language, communication channels, and partnerships focussed on maximising success and impact.

It stepped out key activities against each communication objective and also further segmented GO’s target audience into primary and secondary audiences.

The strategy developed will be used to help guide future communication which is in its initial stage of rollout.

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

Testimonial from Karyn Baylis, former Jawun CEO

“Jawun means family / friend in the Kuku Yalanji language of Mossman Gorge and when I think of 33 Creative I think of them as members of that extended family.

Their ability to absorb who you are, where you are going and how you want to tell your story is quite extraordinary. They listen, watch and engage in a manner that makes you feel confident and open in your communications with them.

The product they deliver is always of the highest standard, with the story telling they incorporate to be exceptional.

Jawun has engaged 33 Creative on many occasions from event management support to creative design and to brochure production. I personally have such a level of confidence in what they will deliver as I see them on the briefings listen and then ask true quality questions. So you know they have informed themselves in the best possible manner in order to produce something that aligns with the organisations culture and aspirations for its partners and customers.

It is a pleasure to have 33 Creative as extended members of our Jawun family”.

– Karyn Baylis

Find out more about Jawun, and join the journey. 

Paul Ramsay Foundation Social Media Tiles

The brief

In 2021, Facebook, now Meta, established a partnership with Trading Blak, with the goal of helping Trading Blak businesses to utilise Facebook’s tools to assist their business. Meta came to 33 Creative with the goals to further support Indigenous small businesses through offering training in skills and tools to establish or grow their online presence.

The campaign had two phases. The first was a virtual training summit in partnership with Indigenous Business Month and live streamed on the Facebook for Business Facebook page. The agenda of this event was to include a panel of First Nations entrepreneurs sharing tips, tools, and tricks to create a successful business online. The second phase was a campaign to encourage all Australians to buy from Blak-owned business on the ecommerce day of the year, Black Friday. This also involved transforming the Black Friday sales event into #BuyBlak Friday.

The campaign called for the engagement of Aboriginal and Torres Strait Islander influencers to create content driving awareness of the campaign. We completed extensive research into Aboriginal and Torres Strait Islander Influencers, entrepreneurs, and public figures active on Instagram and Facebook and advocated for their participation in this campaign.

33 Creative facilitated the outreach of Indigenous influencers and managed the communication, briefing and development of content between the client and each influencer involved in both phase one and phase two. This involved researching and selecting suitable influencers with a platform that would best achieve the goals of the client. This resulted in a successful onboarding of 29 influencers including Bianca Hunt, Mitch Tambo, Casey Donovan and Rachael Sarra.

Each influencer provided creative content that engaged their audiences and raised awareness of the summit and the #BuyBlak Friday ecommerce event. We worked closely with Meta to provide creative guidance to each influencer ensuring their content was entertaining, engaging and/or informative.

33 Creative also produced the campaign’s broadcast suite, video content and social assets which supported all stages across the 8-week active campaign.

Influencer Campaign

The artwork

Talented Menang Gnudju Noongar artist, Kiya Watt created the artwork ‘Journey’ featuring her trademark style. The Yakan’s (Turtles) represents opportunity and growth travelling separately and eventually coming together to create the future. The circles show strength and power in their pathways taken and the different colours highlight the connection between them when separated. All symbols tie together beautifully showing the journey and steps it takes to get anywhere in life, every pathway matters and is needed to learn valuable lessons.

Kiya talks through the story behind her artwork:

“Because it was created for Indigenous Business Month it encapsulates the strength in Indigenous Business and everything that we do. I wanted to highlight the leadership it takes to go on our own path. As they are both Blak they strengthen each other, they support each other, but on their own individual pathway.”

“It shows the journey and the leadership to take separate paths and the strength that it takes in taking these separate paths into leadership. It also shows the circles here that show the ongoing cycles and inspiration it brings in taking these leaps into our own pathways.”

The outcome

Since the campaign was launched it has reach 6.2 million Australians and made over 9 million impressions. This is above the benchmark of 2-3 impressions to convert 1-2 for brand recall. There was a 5% measure of brand recall. The highest performing ad was the video with 6.2% brand recall.

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. ​

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.

The logo

The AIATSIS logo is derived from the boomerang totem of the Guunaani (Kunjen) people from the Mitchell River region, Gulf of Carpentaria, North Queensland. The design is painted on a softwood shield purchased in the 1930s by the late Miss Ursula McConnel while she was carrying out research at Yarrabah, near Cairns. The shield was one of four fighting shields collected at the same time made by Malcolm, Claude and George Wilson who were residents in Yarrabah at the time.

“Design is a tool, making a process, and art the narrative that connects us back to story and experience. Through my work I create and interpret in ways that can often transcend words and language, flowing from deep within my bones. Winangaylana ngay mara, my hands remember (their making continues)”

 

– Artist, Lucy Simpson

Following the development of the communications strategy, 33 Creative’s Aboriginal internal design team worked with Felicity’s striking artwork, to develop a full suite of digital and print materials to support My Future, My Culture, My Way.  These assets were successfully rolled out, comprising informative fact sheets, social media assets, an infographic, and a comprehensive style guide and stakeholder toolkit to support the application of these campaign materials. Ahead of the My Future, My Culture, My Way launching, we also developed the campaign’s inaugural e-newsletter communications piece which cultivated high engagement from key community members and stakeholders.

As of early 2022, My Future, My Culture, My Way, has been successfully implemented and rolled out.

Click here to download the campaign resources or sign up here for My Future, My Culture, My Way newsletter updates.