Australian Defence Force Celebrates NAIDOC Week Via The Story Lab & Cox Inall Change
Dentsu Aegis Network agencies Cox Inall Change and The Story Lab, have partnered with the Australian Defence Force (ADF) to create and promote video content for its Indigenous development programs.
Following six months of documentary-style coverage, charting the highs and lows of recruits across three programs, the content was released to celebrate NAIDOC Week, as well as inform and inspire the next generation of Indigenous recruits.
The videos provide real-life insights into the Indigenous development programs currently on offer from the perspective of recruits in the Navy, Army and Air Force.
Combining honest interviews from recruits and instructors with vision of the educational benefits, military experience and lifestyle the recruits undergo, the videos also celebrate the teamwork and lifelong friendships created.
Minister for Defence Marise Payne launched the ‘Because Of Her We Can’ video at a special ceremony in Sydney earlier in NAIDOC Week 2018 to honour this year’s NAIDOC theme, as well as the contributions of Indigenous women to the ADF both past and present.
A further five videos have been launched via the Defence Jobs Australia YouTube channel, and will be used for recruiting activities into the future. These videos build on earlier releases on Closing the Gap day in March, and during Reconciliation Week in May.
Air Commodore Sue McGready, the director general of Defence Force Recruiting, said: “By sharing the stories of success and achievement through these Indigenous recruits, we hope to inspire the next generation of Aboriginal and Torres Strait Islander men and women to consider the opportunities available them in the Australian Defence Force.”
Rose Damon, producer at The Story Lab, said: “It was a privilege to collaborate with DFR and Cox Inall Change on these videos over the past six months.
“It was exciting to see these young people grow from uncertain new recruits to confident graduates beginning their careers, and I hope the next generation of recruits and their families will be similarly excited by what they can achieve.”
Justine Sywak, general manager of Cox Inall Change, said: “We have worked closely with the DFR team in recent years using the power of storytelling and the connectivity of social media.
“This year, it was very special to collaborate with them and The Story Lab to honour past and present ADF members, and inspire the next generation of Indigenous recruits.”
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