Triple J’s Hottest 100, sunscreen (and sunburn), backyard cricket, barbeques and beer are the typical images Australia Day conjures but January 26 means more than just a day off work.
The National Australia Day Council (NADC) is out to prove this point with a two-part TV and online series, This is My Australia.
Produced by FremantleMedia’s production division Spring, This is My Australia will air on Ten on Friday, January 17 and January 24 from 7.30pm.
It will also be shared on YouTube and a distribution arrangement with The Guardian will boost awareness along with a social media push.
Jeremy Lasek, chief executive of the NADC, said: “Australia Day means different things to different people. As well as getting together with friends or family to celebrate, we hope to move viewers to also think about what exactly they’ll be celebrating and what it means to them to be Australian.”
The two-part series is designed to stimulate conversations as it acknowledges those who have received an Australian of the Year Award and reflects on the meaning of Australia Day.
It will feature Ita Buttrose, Adam Goodes, Jessica Watson, Li Cunxin and more.
Adam Gilchrist will host the program alongside the chairman of the NADC.
Zara Curtis, general manager of Spring, added: “Utilising content across multi-platforms is a growing marketing strategy for many brands and is a specialised function of Spring. Distribution of This Is My Australia will see short form content released to a maximum reach. It is always inspiring to tell great stories, and this partnership with the NADC is one that has been a joy to work on and to raise awareness of the great work undertaken by some amazing Australians.”