Instagram has launched #SeeTheIndigenousWorldThruMyEyes (STIWTME) on Instagram.
STIWTME is a global campaign aiming to shine a light on Indigenous cultures and businesses through their smart glasses product, Ray-Ban Stories. The campaign is launched in partnership with First Nations consultancy Campfire x and EssilorLuxottica.
In Australia, the campaign features Biripi woman Summer Simon (@summer.simon), drag queen and LGBTQIA+ storyteller Felicia Foxx (@iam_deadly_feliciafoxx) and Wiradjuri music producer Kuren (@kurenmusic). The creators will share their experiences and stories across their Instagram platforms, using content captured by RayBan Stories to showcase the unique perspective of their lives to followers in Australia and around the world.
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The campaign will go live from today, and run across Instagram featuring creative developed by Campfire x.
Meta is committed to supporting first nations creators to use our platforms to connect to their communities, build their presence and grow their business. In addition to Campfire x, Meta has also worked with the Alaska Federation of Natives, Native Women Lead and Norway House Cree Nation to share the work of Indigenous creators and broaden our collective perspective across geographies and cultures.
Peter Kirk, founder of Campfire x said: “This has been a wonderful campaign to work on and refreshing to see that the majority of people from the creators, writers, producer, DOP and director were all Indigenous. To be able to work on the whole process from conception to development with creatives at the top of the game was inspiring and humbling, and we’re so excited for everyone to see what we’ve made.”
“Trust is a hard thing to define and a harder thing to discover in an industry that prides itself on its social and hierarchical structures. We have a long standing partnership with Meta, and our work always strives to create an environment for Indigenous people to shine, ensure they have input and make them like they were part of something special. Perhaps that is what true diversity is all about.”
Speaking to her experiences and the campaign, Simon said: “I surf, it’s basically my life – I do it for fun and competitively, and I teach surf lessons as well. I find it really special being Indigenous because I feel like I have that connection with the land so when I’m out there it just feels special. To be able to share my story through #SeeTheIndigenousWorldThruMyEyes, you get to see mob from all around Australia, so we all come together and share our stories. That’s what I love about Instagram, you can connect with people all over Australia and the world.”
Curtis Kennedy, known as Kuren Music said: “Music is almost like a language to me, it’s through music it’s through sound, it’s the best way for me to communicate my stories, my struggles and everything in between. Instagram as a platform has allowed me to connect with some of my favourite artists that I’ve ever listened to. I’ve also been able to connect with people from different cultures and industries, not only for myself but for all of my people at the same time. I’m really excited to be partnering with Instagram on this campaign to help elevate Indigenous cultures and challenge and inspire people to connect through art.”
Regan Houlihan, marketing lead, ANZ at Meta said: “First Nations culture is the oldest living culture in the world, and it’s fantastic to see Australian First Nations Creators featured in this campaign. We think that Summer, Kuren and Felicia are some of the best emerging talents in their fields, and we can’t wait to share these inspiring First Nations stories with the world. We believe that all innovation should be built with inclusion and equity in mind. Our platforms increase economic opportunity and access and inclusion by opening up how people share their creative work and broaden our collective perspective across geographies and cultures.”
