LinkedIn Puts The Spotlight On Indigenous Australians In The Workplace With New Campaign By Campfire X For Reconciliation Week
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 workplace. - 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
Client: LinkedIn
Brand Marketing Manager: Aprile Wenke
Social Marketing Manager: Brittany Anderson-Ruppert
Head of Communications: Alistair Jedlin
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.