The Victorian government has launched a campaign in support of Australia’s first-ever Treaty legislation via Clemenger BBDO Melbourne.
As Victoria embarks on a path to Treaty, research has shown many of the state’s residents feel they know little about its Aboriginal heritage or Aboriginal affairs in general.
But along with their lack of knowledge, Victorians also don’t feel comfortable asking questions for fear of offending or appearing ignorant.
‘Deadly Questions’ provides a platform for Victorians to get much-needed answers and opens up a conversation between non-Aboriginal Victorians and the Victorian Aboriginal community at a pivotal moment in the state’s history.
Through the campaign website, people can ask questions, anonymously if they wish, and these questions will be answered by Aboriginal Victorians – responding via text or video.
To launch the campaign, some famous Aboriginal names have signed up to answer questions including musician Adam Briggs, elders Aunty Pam Pederson, Aunty Joy Murphy, and Uncle Kevin Coombs.
Outdoor, social and digital advertising features some starter-questions designed to get people thinking about what they might like to ask.
Josh Smith, executive director at Aboriginal Victoria and a Dunghutti man, said: “For us, and for Aboriginal Victorians, this campaign represents hope – hope for change, hope for recognition and, importantly, hope that we can move forward as a state and as a nation united.”
“Never before has there been a forum like this to provide a deep understanding of Aboriginal cultures, and we look forward to joining Victorians in a conversation that needs to be had.”
Evan Roberts, executive creative director at Clemenger BBDO Melbourne, said: “This country has a long way to go to get to Treaty, but by creating an environment to talk about the issues that currently divide us, we hope to unify Victorians in support of one.”
‘Deadly Questions’ launched yesterday across TV, out of home, online, and social.