Media campaign for the Department of Foreign Affairs and Trade

Overview

33 Creative was commissioned by the Department of Foreign Affairs and Trade (DFAT) to write a number of stories promoting the Department’s International Relations Grants program (IRGP).

The IRGP supports the Government’s foreign policies and economic diplomacy interests and projects a positive contemporary image of Australia. IRGP grants support professional, community and institutional linkages between Australia and its partners on contemporary issues of shared interest including business, education, innovation, science, technology, the arts, media and sport.

Stories were published on DFAT’s website and social media channels.

Story topics included Indigenous band Djuki Mala’s tour of the Middle East, Amal Awad’s research project, ‘Beyond Veiled Clichés: The Lives of Arab Women’, a residency and exchange program between Australian and Brazilian dance companies titled ‘People of Cities’, a joint Australian and Indian archaeological project to date ancient rock art in Central India, Chinese artist Zhou Xiaoping’s art exhibition ‘Dialogues with the Dreaming’, the Great Arab Revolt Exhibition held at the Jordan Museum, and the Australia-Peru Bilateral Young Chef’s Program, among many others.

Approach

Working within DFAT editorial guidelines and copy deadlines,  33 Creative produced 75 digital articles. This involved identifying story contacts, further developing story concepts,  interviewing contacts, acquiring suitable imagery and photo credits, and writing related social media posts for all stories.

Stories were written in a fashion to emphasise the important people-to-people links and aspects of the Department’s various IRGP supported programs.