Not-for-profit organisation Shooting Stars, which focuses primarily on supporting Aboriginal girls and women, has unveiled a new campaign via 303 MullenLowe Perth.
It was co-created in its entirety with program participants, their mentors and a host of local Aboriginal artists, designers and music producers. The campaign also involved individuals, teams and agencies from throughout the WA industry, and aims to build broad community awareness about the robust, evidence-based program of inclusion and education undertaken by the Shooting Stars program.
Comprising press, out of home, free-to-air TV, catch-up TV, cinema, radio, digital audio and online executions, it will be seen across WA thanks to Seven West Media, SBS, JCDecaux, Nova and Val Morgan. Creative agency 303 MullenLowe and media agency Initiative were connected with Shooting Stars via social purpose organisation, UnLtd, which brings together media, marketing and creative industry and charities working with at-risk children and young people.
303 MullenLowe executive creative director Richard Berney said while a range of industry experts and countless top-tier production partners in the industry were involved in coordinating the campaign, it was ultimately the girls involved in Shooting Stars that drove its creative direction: “Shooting Stars empowers Aboriginal girls and women, so we worked together to develop a framework and then got out of the way and watched them make an amazing music track for their own campaign. They wrote, recorded, and sang their new song – and then some amazing WA creative mentors supported them to take their ideas to the next level. And when the girls heard it back… it was deadly! They were so proud, and so are we – this was a case of the process of creation being just as important as the campaign itself.”
Initially based around encouraging and enriching the school experiences of Aboriginal girls through netball, Shooting Stars now also aims to strengthen the confidence and cultural identity of girls and women through art, yarning circles, camps, health and wellbeing sessions plus mentoring. 303 MullenLowe strategy director Smiljka Dimitrijevic said in order to develop the right kinds of campaign strategy and media approach, both 303 MullenLowe and Initiative immersed themselves in the program, spending time at its Narrogin site getting to know participants, mentors and the program’s elements.
“Through this process, we began to understand more, to see things we didn’t see before, to connect more deeply. On returning from these visits, there was an overwhelming agreement that the experience was phenomenally inspiring, welcoming, enlightening and joyful and our campaign approach needed to reflect this. We loved having the opportunity to use the talents of the girls involved in Shooting Stars, and are grateful for the support of the broader WA industry to make that happen,” Dimitrijevic said.
Initiative’s investment partnerships manager Ben McAuliffe added: “This pro bono campaign has been the culmination of a variety of teams working together throughout the Perth Industry via UnLtd to give an amazing charity a media opportunity they would not otherwise have access to. Seeing this final result fills me with pride in the efforts that the entire team have put in to support such a worthy cause. I cannot thank all members involved enough for their commitment to see this passion point of mine come to fruition.”
Shooting Stars communications manager Kelly Schulz said: “Working with UnLtd, 303 and Initiative to bring our program to life in this campaign has been such a rewarding experience for our participants and their communities. To give them an opportunity to be seen and recognised by the wider public is not only great for them, but for anyone who doesn’t know about Shooting Stars. We empower our girls every day through the program, and now we hope the campaign will empower others to learn more about the work we’re doing throughout Western and South Australia.”
Creative credits
UnLtd:
Jade Harley – Director of Partnerships
Kate Holland – Account Director
Tia Brazier – General Manager WA
303 MullenLowe:
Richard Berney – Executive Creative Director
Jake Ransom – Art Director/Creative Lead
Smiljka Dimitrijevic – Strategy Director
Zosia Kilpatrick – Copywriter
Jonathan Julius – Producer
Andrew Allingham – Head of Art
Alby Furfaro – Head of Design
Suzanne Whoston – Finished Art
Madeleine De Pierres – Senior Designer
Ashleigh Glenister – Business Manager
Renee Harris – Business Manager
Initiative:
Ben McAuliffe – Investment Partnerships Manager
Lauren Corner – Communications Design Manager
Brianna Wells – Head of Partnerships
Karen Bowler – Direct Client Manger
Molly Trumble – Communications Design Associate Director
Steve Hare – Head of Client Services
Production Partners:
Jilalga Murray – Artist
Luna Laure – Director
Dave Le May – Director of Photography
Sandbox – Video Postproduction
Denzil Heeger – Editor
Hannah Schultz – Animation Designer
Drew Brockway – Animation Designer
Mauro Palmeri – Photographer
Claudia Brazier – Photography Assistant
Makeup Artist – Nadia Duca
Kaye Guthrie – Stylist
Panda Candy – Music Production and Composition Studio
Ian Berney – Music
Glenn Sarangapany – Music
Darren Reutens – Music
Flewnt (Josh Eggington) – Music
Tani Walker – Music
Andrew Beck – Music
Brad Habib – Music
Soundbyte – Recording Studio
Cue Sound – Sound Studio
Shaun Sandosham – Sound Engineer
