Encouraging the next generation of Indigenous filmmakers

AFTRS Indigenous Program

Overview

AFTRS commissioned 33 Creative to develop a marketing and communications campaign for its newly established Indigenous Unit. The overarching aim was to develop the next wave of Indigenous storytellers at the most established and highly regarded film school in Australia.

After facilitating a workshop with our AFTRS colleagues to interrogate the strategy’s purpose and business needs, we identified two main goals of a communications campaign:

  • Encourage Indigenous students to enrol in courses
  • Provide a focus on recruiting students to commit to the longer courses, such as the 3-year BA course

In conjunction with the aims, the broad objectives were to:

  • Communicate pathways to get in to AFTRS
  • Increase the number of Indigenous students attending and completing courses (in particular the BA and Grad Dips)
  • Establish AFTRS Indigenous as a leading voice when it comes to Black Screen

Approach

Our team devised a campaign approach that included producing a range of creative collateral, a public relations and social media campaign, and stakeholder engagement. Materials developed included FAQs, a brochure and a series of case studies.

Additionally, we produced a launch event in the form of an Open Day, and made collateral available at other events. We worked with our client to establish a phased approach according to budget and promotion needs.