33 Creative have a long working relationship with the NSW Centre for Aboriginal Health and a combined passion for improving the health and wellbeing of communities.
We were engaged by the NSW Government to support the rollout of communications and engagement throughout the COVID-19 pandemic crisis management and subsequent vaccine rollout. This is a project close to our hearts, helping to keep mob informed and protected.
Working with the Centre for Aboriginal Health, the Department of Customer Service, NSW Aboriginal Affairs and Aboriginal Health and Medical Research Council (AH&MRC), we contributed to the development and continual refinement of a communications strategy, including developing tailored resources to better support engagement with Aboriginal and Torres Strait Islander communities and stakeholders in NSW. We have worked flexibly with the Centre for Aboriginal Health throughout the pandemic, responding to ever changing situation.
A key priority of our approach was ensuring community voices were leading and elevated throughout the content, maximising reach and trust quickly.
We engaged community champions to share their experiences and encourage COVID safe behaviours throughout the campaign, ensuring health messages were delivered by trusted community leaders and health workers.
Community champion videos were highly effective in engaging community and formed an integral part of the campaign. Regular stakeholder toolkits and eDMs were also made available for stakeholders (including Aboriginal Community Controlled Health Services and Local Health Districts) to share locally.
We produced a number of TVCs, press, outdoor, digital, social and radio advertisements throughout the campaign to promote ways to help keep our mob safe.
We also produced a music video collaboration, with Mi-Kaisha and Nooky, to encourage youth social distancing at the early stages of the pandemic. The video clip was featured on The Project and boosted through NITV and other community channels, and was a finalist in the NSW Health Awards.