Droga5 Sydney has been appointed to create a new campaign to mark the 10th anniversary of the Reconciliation Bridge Walks.
The ad agency and Reconciliation Australia will collaborate to create a message to try and engage a broad mix of Australians, to close the gap between Aboriginal, Torres Strait Islander and other Australians.
Reconciliation Australia is the independent, not-for-profit organisation that was established in 2000 by the former Council for Aboriginal Reconciliation. It promotes reconciliation between indigenous and non-Indigenous Australians for the good of the nation.
The campaign marks the 10th anniversary of the May 2000 Walk for Reconciliation, as a symbol of Australians crossing a divide.
Shelley Reys, director of Reconciliation Australia, said: “On the eve of the 10th anniversary of the Reconciliation Bridge Walk, we’ve decided to challenge an advertising agency to use its ingenuity to put reconciliation back at the forefront of people’s minds. Droga5 seemed like the perfect agency for the task given its non-traditional approach to engaging people.”
David Nobay, creative chairman at Droga5, said: “At Saatchis, I worked closely with Reconciliation Australia to help create the 40th anniversary campaign of the ‘67 Referendum, so we already know we like collaborating creatively. As an Australian-owned company, I can’t think of a more important social cause than furthering the conversation on bridging the gap as a nation.”
