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
