Tag: Nooky

NSWALC Rock for Land Rights Concert

33 Creative has a long-standing relationship with the New South Wales Aboriginal Land Council, having last produced their 2019 NSWALC Land Rights Ball. NSWALC looked to celebrate the 40th Anniversary of the NSW Land Rights Act with a concert and community event.  They chose to host the event on Burramattagal Country, Parramatta Park, (Parramatta) a major urban centre of NSW.

The space chosen for the event posed some challenges, including the site’s layout and lack of amenities. The natural amphitheatre of the space lent itself more to large crowd capacity concerts, so setting up a festival site with stalls and activations took some planning, that we are proud to say we achieved.

We, together with NSWALC, set ourselves a few objectives:  

Festival stalls – our goal was to host 20 stall holders, the criteria being First Nations owned businesses and organisations or, support services from across NSW.   

Supply Chain – we wanted to engage First Nations businesses in all areas of the event supply chain. We engaged food vendors, catering and water suppliers, florist and crew from First Nations Communities.  

33 Creative were engaged as the Event Producer. In this role we took on the responsibility of:  

Event management – As one of 33 Creative’s main business arms, we take pride in delivering to plan, developing creative ideas and pivoting when circumstances require it. Budget management, scheduling, and producing creative content to name a few tasks. 

Talent engagement and management – This is a specialty of 33 Creatives and we delivered an impressive concert line-up that included; Thelma Plum, Roger Knox, Nooky, Stiff Gins & Microwave Jenny.  

Production Management – we worked alongside The CWK to engage the best production suppliers for our purpose and budget.  

Stall holder procurement – this was an important part of the festival, showcasing First Nations businesses and organisations. Procurement took time and a lot of networking but paid off with an incredible showcasing of creative talents.  

Thelma Plum performs at the NSWALC Rock for Land Rights Concert

Our many years of combined production experience meant a smooth delivery of all event elements despite various challenges, like, working in an outdoor heritage venue, multiple stakeholders with varying priorities and the weather.  

Our ability and concern for pivoting in times of uncertainty makes sure we get the best possible outcome, always.  

Understanding our venue restrictions saw us engage a new marquee supplier that provided light weight marquees making for a quicker bump in and reducing impact on venue grounds, without compromising on safety and aesthetic impression.    

Curating a show is not just a skill but also a passion for 33 Creative. It belongs to our core vision of ‘opening hearts and minds through story telling’.    

The opening of the day was marked by a smoking ceremony  by Muggera in the centre of the event space. This moment gave space for community to cleanse themselves in smoke and the misty weather.  

The concert concentrated on a theme of healing and celebration,  portrayed through artist choices and their set lists.    

The event activations were very popular, the weaving in the wellbeing tent, again signifying the communities need for and commitment to healing.  

This was a stand-alone event, but we look forward to supporting NSWALC again in the future as needed.

The brief

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.

video

The approach

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.

Mi-Kaisha