33 Creative were engaged by the NSW Department of Premier and Cabinet (DPC) in conjunction with the NSW Coalition of Aboriginal Peak Organisations (CAPO) and the NSW Department of Education, to assist with the Premier’s priority of working towards increasing the number of Aboriginal and Torres Strait Islander students in attaining the Higher School Certificate (HSC).
33 Creative’s early involvement in the development of this campaign was critical. We were able to develop a community-informed communications strategy that focusses on promoting the numerous and diverse pathways available for completing the HSC; importantly, with a focus on supporting Aboriginal and Torres Strait Islander students in maintaining their cultural identity and obligations throughout their HSC journeys.
In the early stages of the campaign’s strategic development, we facilitated consultation sessions and material and concept testing with parents, carers, and students from community, as well as the education sector, before co-developing the campaign’s approach and tagline My Future, My Culture, My Way. The essence of this tagline aims to speak to audiences at a community level, shedding light on the culturally unique ways in which Aboriginal and Torres Strait Islander students can feasibly attain their HSC.
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.