The brief
33 Creative have been working with Aboriginal Employment Strategy since our inception! We were delighted to be approached to help support the AES in developing their 25th anniversary strategy and supporting brand activation – We Deadly Together.
Creative approach
We wanted to create a yearlong celebration of events and activities, that tell the story of the AES, it’s people and community.
The program commenced in Moree, regional NSW in 1997, to address high unemployment of youth in the region. 25 years later, AES is now the longest running Aboriginal employment service, with a national reach and more than 13 regional offices.
The creative approach was designed to celebrate community and the people that have been a part of the AES journey over the last 25 years. We want to celebrate the strength, resilience and determination that helps AES deliver its vision – a career opportunity for every Indigenous Australian.
The impact
We developed a fun celebratory brand ‘We Deadly Together’ to support the AES collateral and activities throughout 2022 and rolling out the communications strategy for the year, including a partnership with the NRL Indigenous All Stars, establishment of a newsletter and social media calendar and a promoting success stories in the community.
We also worked with the AES team to share their story of impact to grow their reach and partners as part of the long-term growth of the organisation.
We wish the AES all the best in their next 25 years!
