Director Of Review Partners Talks The ‘Change The Date’ Campaign
In the weeks after Australia Day, brand and marketing research agency Review Partners asked 1,043 Australian what they thought about the ‘Change The Date’ campaign. In this opinion piece, the Review Partners’ CEO Paul Costantoura discusses the findings.
The image of a protester burning a flag on Australia Day 2017 raised a lot of questions about the significance of the day and how Australians really feel about the idea of changing the date. It also raised questions about what can be achieved by burning the flag.
What did the protester want to achieve by burning an Australian flag? Sure he was angry. Sure he was making a point about the historical treatment of Indigenous people. Sure he wanted a new date for Australia Day. Did he want to draw attention to the need for better health and education outcomes for Indigenous people in the future? Did he advance those issues or potentially set them back?
To find answers, in the weeks after Australia Day Review Partners asked 1, 043 Australians what they thought (with the support of Survey Sampling International).
In a previous analysis in B&T magazine, I looked at what Australia Day advertising told us about ourselves. Our latest survey results gave us a deeper insight into the mood of the nation following the wave of protests that swept our capital cities.
The survey revealed that yes, most Australians (84 per cent) had heard about the campaign to change the date. Presumably a lot of them had seen the flag burning images. Despite this, only 16 per cent of people thought we should change the date of Australia Day, 59 per cent said no and 24 per cent said they didn’t really care what date Australia Day is held.
This is important because it suggests the publicity around changing the date had little effect on changing the attitudes of the broader population. A lot of the arguments for changing the date seemed to focus on making white Australians feel guilty for what other white Australians did in the past – a point that seems unlikely to galvanise people into action.
On the issue of guilt and responsibility, our survey found that the overwhelming majority agreed ‘White people living in Australia today came from many different countries and should not have to feel guilty about how the British inhabited Australia’ (85 per cent). The same proportion agreed ‘We shouldn’t forget history, but we should be focusing on what is good about Australia, not the mistakes made by people in the past’ (87 per cent).
Most people know that guilt is a bad method of persuasion – whether you are selling products or dealing with a relationship. So is trashing the competitor brand by setting fire to it – particularly when it alienates the people whose minds you are trying to change.
During the Vietnam war, protesters around the world burnt American flags to send a message to President Johnson to end the war to benefit the Vietnamese people. It worked. Who were the protests in Australia (and the flag burning) intended to benefit?
What concerns me is that the broader issues of the relationship between Indigenous people and the rest of the population got lost in the anger over the date of Australia Day – as if a new date was an end in itself. The anger directed at Australia Day also overlooks the fact that many Indigenous people use Australia Day to celebrate Indigenous culture.
In fact on January 26th every year since 2001, Sydney has hosted ‘the largest one day celebration of Aboriginal and Torres Strait Islander cultures in Australia’ – the Yabun Festival since 2001.
Like the ice bucket challenge, I fear that #changethedate took hold on social (and mainstream) media without its supporters really understanding the issues or having a purpose – apart from venting their anger at previous (dead) generations.
I also fear another reason it became viral is because we are heading into a vacuum of national identity. We used to stand for acceptance of diversity, but the failure of moderate government and the rise of the far right in politics has seen that fade as a national trait.
There is also the risk that, when Australia Day doesn’t really stand for a clear national identity, then people – particularly younger generations – will naturally wonder why we bother with it – beyond a holiday and a BBQ. In one way the protests were an attempt to vest some significance in the day by suggesting it represents what is wrong with Australia.
The fact that Australians of all colours are now marching in the street to support an Indigenous cause should be a positive signal for recognition and reconciliation. However, the answer to better outcomes for Indigenous people does not lie in anger or guilt.
It lies in finding the positive things that we can share with each other and represent a new level of mutual respect – so we can proudly share our Australian national identity together – which I still think was the central message in the MLA lamb ad.
It is also the message that drew the strongest support in our survey, with 92 per cent of people agreeing that ‘On Australia Day we should remember how far we have come as a diverse nation which now accepts people regardless of their origins’ (92 per cent).
Changing the date might be symbolic step towards this, but not the way it is currently being argued.
Please login with linkedin to comment
DesignworksLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.