The brief

NAISDA Dance College, Australia’s leading dance and performing arts training organisation specifically for Aboriginal and Torres Strait Islander young people, has been instrumental in the skills development and empowerment of Indigenous dancers, choreographers, artists and artworkers in the performing arts since 1976. NAISDA approached 33 Creative to assist with developing their auditions campaign.

The goal was to foreground NAISDA’s viability as a performing arts training college and pathway for Aboriginal and Torres Strait Islander dancers and performers, against the backdrop of the second year of lockdowns and uncertainty due to the COVID-19 pandemic. This included pivoting from onsite to online auditions, which meant we needed to redirect the narrative and messaging of the college.

For this campaign we collaborated across three creative agencies to bring the NAISDA vision to life. We’d like to acknowledge eOne and Brillant Logic as key partners in the collaboration for this campaign, who were also engaged by NAISDA.

Focussing on young adult audiences, 33 Creative’s role was to workshop, develop the messaging and advertising strategy, and produce social assets, e-newsletters, video content, and print advertising material based on an existing look-and-feel which NAISDA supplied to us as part of the brief.

The produced content was short, sharp, and vibrant, and delivered primarily through paid and organic social media. The assets suite comprises materials that are bright, contemporary and cut-through. These materials were complemented by print and radio advertising (English / Yumpla Tok) media engagement and personal stories of current and former NAISDA artists to enhance the relatability and diversity of experiences that NAISDA supports.

 

The media campaign was successful, generating more than 24 stories across 15 outlets nationally. The 2022 auditions campaign also generated strong engagement via both paid advertising and organic social media content engagement, feeding into the college’s broader strategy of building brand awareness and reaching our communities both regionally, state-wide and nationally.