B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • WPP
  • AI
  • NRL
  • Anthony Albanese
  • EssenceMediaCom
  • Thinkerbell
  • News Corp
  • Channel 10
  • Spotlight on Sponsors
  • State of Origin
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Google Celebrates First Nations Peoples In New Campaign Via The Guardian
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Campaigns > Google Celebrates First Nations Peoples In New Campaign Via The Guardian
CampaignsMedia

Google Celebrates First Nations Peoples In New Campaign Via The Guardian

Staff Writers
Published on: 7th September 2022 at 9:10 AM
Staff Writers
Share
5 Min Read
SHARE

Google this week launched new work as part of its broader campaign to celebrate community helpfulness — in partnership with Campfire x, a First Nations Australian-led creative consultancy, and The Guardian.

The campaign showcases a range of positive mentor and mentee stories to highlight the transformative, positive change that can be created when people decide to go out of their way to support and mentor others — empowering them to rise up and find a voice.

The campaign features eight inspiring First Nations women sharing their stories, and speaks to the importance of First Nations women to their people and communities, and each other. In highlighting these stories of connection Google hopes to demonstrate the real way that First Nations women support and uplift each other — and inspire all Australians to recognise how such acts of helpfulness can have a significant impact on the people and communities around them.

The campaign consists of two scene setting articles from Campfire x and Google, and four multi-media articles (images, written content and videos) on each pair of women.

Aisling Finch, senior director of marketing for Google Australia, said: “Google’s mission has always been about universal access to information. ‘Universal’ means for everyone, so inclusion needs to be a part of everything we do, from developing our products to the stories we tell. In Australia we’re privileged to share country with the world’s oldest continuous living culture, and we have the responsibility to grow our understanding and elevate the incredible stories of First Nations Australians.

“We know these amazing First Nations women and their mentor and mentee stories will grow knowledge and inspire others into similar acts of community helpfulness. Collaborating with Campfire x has helped us to better understand the deep care and importance First Nations Australian communities place on sharing knowledge and investing this back into future generations.”

Campfire x Peter Kirk pointed to the “rich diversity in our communities that is not widely known. While First Nations athletes and music artists are unquestionably brilliant, there is more diversity than that in each and every community and it is important that Australia, and particularly the industries involved in advertising, storying and production of media, are aware of this and understand their responsibility beyond parity, beyond ticking a diversity box and beyond maintaining the same stories.

“The Guardian, Campfire x and Google have collaborated to centre the stories of First Nations women who are doing incredible work in our communities. In everyday life, First Nations women are establishing mentor and mentee relationships that typify our cultural practice of guidance and ensure that all women can step into their matriarchal power.”

Justine O’Donnell, head of commercial content for The Guardian, said: “It is projects like these that embody the core values of what The Guardian stands for. Guardian Labs (The Guardian’s commercial content studio) prides itself on having genuine, purpose-led values which underpin our entire approach to working with our commercial partners. Our preference is to work with clients who have a similar purposeful philosophy and who, in turn, want to partner with an authentic and respected publisher. Collaborating with the team at Campfire x has been a truly enriching experience for the Guardian Labs team, one that allowed these inspiring First Nations women’s stories to be told in an authentic way, with their voice at the heart.”

Credits:

Client: Google Australia

Creative Agency: Campfire x

Publisher: The Guardian

Media Agency: Futures Media Group

Research Insights: Pollinate

Director: Peter Kirk

Producer: Brad Cooke

Creative and Cultural consultant: Brad Cooke

Ass Producer: Tuneah Plumb

DOP: Brendan Blacklock

Production Company: Campfire x

Post Production: In the loupe Production Co.

Post Production Manager: Brendan O’Connell

Editors: Brendan O’Connell & Maisie Cohen

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Campfire X, Google, The Guardian
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

TV Ratings (12/6/2025): 1.4 Million People Viewed The Western Bulldogs Kicking Its Way Into The Top Eight
13/06/2025
WARC Downgrades Global Ad Spend Forecast Amid “Trade Tensions” & Uncertain Tech Market
13/06/2025
Marketers Call For Measurement ‘Parity’ In Video, But One Buyer Warns ‘Be Careful What You Wish For’
13/06/2025
Meta Cracks Down On Nudify Apps & Sues Hong Kong Developer Behind CrushAI
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?