R/GA, in collaboration with Yuin Nation hip hop artist, producer, and radio host, Nooky, announced the launch of We are Warriors – a first-of-its-kind platform created to celebrate Blak excellence and drive positive change in the lives of the next generation of Indigenous youth. The social change platform is built on the premise of See it To be it and launches on Australia’s ‘Survival Day’. Learn more HERE.
We are Warriors will engage the Indigenous youth community in Australia through a content series of interviews, community-run workshops, and limited edition merchandise. Proceeds raised from the merchandise will then be invested into further content development, and an overarching roadmap will continue to build awareness among everyday Australians.
“Systemic racism and the events that unfolded globally over the past two years, serve as a reminder of the continued changes needed in our society. For Indigenous youth growing up in Australia, there has not been an accessible platform to discover relatable, First Nations role models. The goal is to educate ourselves more deeply on the issues Indigenous peoples face, and create an environment in which all Australians feel seen, heard, and have equal opportunity,” said Ben Miles, executive creative director brand innovation R/GA Australia. “We’re thrilled to be partnering with Nooky to change the narrative of Survival Day and reclaim it as a step forward for First Nations. We are proud to create an online platform that will empower, inspire, and create meaningful change.”
Over eighteen months in the making, R/GA partnered with Nooky to create an initiative that could surface and harness the prolific power of Indigenous achievements across music, fashion, sport, and other industries, in an evolving, accessible platform. Additionally, R/GA is partnering with six ambassadors and Indigenous trailblazers to support the launch. Nooky, Bala Luke or Luke Currie-Richardson, Malyangapa, Barkindji BARKAA, Charlee Fraser, Felicia Foxx, and Kobie Dee will spearhead We are Warriors.
“After experiencing racism as a kid, my Mum shared three of the most powerful words I have ever heard – We are Warriors. It instilled a fire inside me, a sense of pride, and this unimaginable desire to be successful and show the world that WE ARE WARRIORS’. It gave me the push to defy all of the odds stacked against us. This journey has led me to launch a platform to highlight prolific Indigenous excellence across music, fashion, sports, and everything in between; a celebration of Blak excellence to empower young people in our community. We deserve to be recognized, we deserve to be heard, and we deserve to be celebrated. As people. As role models. As warriors,” said Nooky.
The platform will be designed to support and invest in the next generation of leaders by providing them access to a wide range of workshops, mentorship, and support. R/GA will continue to develop the platform with a new cohort of warriors, upcoming partnerships, product collaborations, and a documentary in the works.
We are Warriors reflects the company’s ongoing commitment to “Designing a More Human Future” and commitment to diversity, equity, and inclusion within the company and in communities.
