LinkedIn, the world’s largest professional network, has today launched the latest iteration of its #ConversationsForChange initiative with a new content series in partnership with Indigenous-led creative consultancy, Campfire X.
The three-part series, titled ‘Change Starts With’, aims to highlight the often subtle, everyday moments that can impact Indigenous Australians in the workplace. The campaign encourages non-Indigenous Australians to consider how their unconscious biases can make workplaces less culturally safe for Indigenous people.
The campaign launches in the lead-up to Reconciliation Week, and runs for two weeks across both Linkedin and its local social channels. The director, talent on screen and broader crew for the series were drawn mainly from the Indigenous community, while the music was composed by Indigenous composer, Tristan Barton. LinkedIn changemaker, Bianca Hunt from Agent Blak, also helped source the on-screen talent.
The new research from LinkedIn revealed that seven in ten Australian workers want to learn more about Indigenous culture, and so the content has been designed to encourage professionals to join the conversation on and off the platform and share what their “change starts with” this Reconciliation Week.
Drawn from the lived experiences of Indigenous Australian professionals, and backed up by new LinkedIn research, the videos uncover a series of challenges faced and simple actions the broader community can take to help address those challenges:
- The first video highlights the issue of “tokenism” with research from LinkedIn suggesting that
more than half (55 percent) of Aboriginal or Torres Strait Islander people have experienced this in
- The second video concept was drawn from the insight that almost half (45 percent) of Australians
don’t modify their communications style for different cultures.
- The final video in the series focuses on ‘Sorry Business’, a cultural time of mourning for
Indigenous people. This topic was highlighted after research found that 68 percent of
non-Indigenous Australians do not know the term’s meaning.
Peter Kirk, co-founder of Campfire X, says: “While it’s encouraging to see such a large portion of
the Australian workforce eager to learn more about Indigenous culture, it’s clear there is still work to
be done to ensure Indigenous Australians feel culturally safe and supported at work. This ‘Change
Starts With’ campaign created by LinkedIn and Campfire X endeavours to educate Australians on
scenarios faced by Indigenous people and how we can all play our part to create change.”
Darain Faraz, international brand marketing director for LinkedIn, says: “Reconciliation Week is
an important cultural moment in Australia and one that needs to resonate beyond the Indigenous
community to deliver action and change in the workplace. We’re incredibly proud of ‘Change Starts
With’, not just because it delivers a complex, nuanced message in a non-patronising way, but
because it was made hand in hand with the very community it’s looking to affect. We care deeply
about creating equitable opportunities for all of our members, and we’re hopeful that this series will
play a small part in driving awareness and respectful conversation on this important topic.”
Creative Agency: Edelman & Campfire X
Executive Creative Director: Jamil Bhatti
Group head / Director: Natasha Brack
Campfire X Co-founder and Indigenous Creative: Brad Cooke
Director & Campfire X Co-founder: Peter Kirk
Indigenous Creative: Tuneah Plumb
Junior Copywriter: Tremayne Gary
Junior Art Director: Kate Price
Producer: Jasmin Malam
Production Manager: Clementine Lloyd
Editor: Jilvan Mohammadi
DOP: Cornel Ozies
Steadicam Operator: Justin Rule
Sound Operator: Richard Boxhall
Brand Marketing Manager: Aprile Wenke
Social Marketing Manager: Brittany Anderson-Ruppert
Head of Communications: Alistair Jedlin
In uncertain times, trusted sources become even more significant in the world of media. Elise Bennett (pictured), head of account management (APAC) at Outbrain, reveals what advertisers need to know about the new trust exchange. Instability breeds uncertainty. From bushfires to the pandemic and war, there’s been plenty of both to go around in recent […]
Independent SEO agency Optimising has further reinforced its commitment to the environment by being part of 1% for the Planet, on the back of it gaining B Corp Certification last year. Optimising continues to walk the walk around environment sustainability by being part of the global movement, which inspires businesses and individuals to support environmental […]
Media and communications staff at all levels are invited to take part in a national online survey examining perceptions and practices around cultural diversity, inclusion, and representation in the industry. The FAIR survey, now in its second year, provides a snapshot of cultural diversity in the communications industry, as well as how practitioners incorporate diverse […]
PubMatic has announced a partnership with AlikeAudience in Australia, Japan, and Indonesia, enabling advertisers to access quality audience data on the supply side. Activating data on the supply side cuts down complexity and delivers more efficiency and value for both media buyers and data owners, through higher match rates and better CPMs. The partnership expands […]
Live streaming service Optus Sport will be showing all major games of the Spanish La Liga Santander and the LaLiga SmartBank, giving football fans an extra reason to become subscribers. The Spanish Football League is considered one of the greatest in the world, containing the likes of European champions Real Madrid, Catalan giants FC Barcelona, […]
In the recently launched campaign for TVNZ+, Dentsu Creative, and Sweetshop’s Damien Shatford, have delivered an entertaining look at the new streaming brand, TVNZ+. TVNZ launched the reimagined streaming brand last week to better reflect its digital offering, repositioning the platform as a streaming destination rather than an OnDemand catch-up service.
Ruffie Rustic Foods have teamed up with Nikki Van Dijk and Surfing Australia to encourage groms to be kind to their bodies and minds through providing nutritious, plant-based meal options. Ruffie Rustic Foods are on a mission to prove that plant-based eating can be easy and convenient, without compromising on flavour. Whether you’re vegetarian, flexitarian, […]
Nestlé Australia today launched Tuck In!, a program supporting emerging First Nations creatives to establish career pathways in commercial content creation. Tuck In! invited First Nations chefs and aspiring content creators to develop recipe and video content celebrating the combination of bush foods and Nestlé products. Nestlé Oceania marketing & communications director Anneliese Douglass said […]
The UK Ministry of Defence confirmed that the British Army’s Twitter and YouTube accounts had been compromised by hackers who used them to promote their non-fungible token (NFT) products. The two accounts have since returned to normal, as the Ministry said via their own Twitter page. “The breach of the army’s Twitter and YouTube accounts […]