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.
Influencers are a key factor in helping Generation Z make beauty purchases, but their influential power drops when it comes to all other women, Are Media’s first BEAUTYVOICES consumer survey has revealed. Sampling beauty products is the most successful form of marketing likely to drive purchase for all women aged 18 to 74, followed by […]
New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]
The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]
In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]
Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon. Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, […]