With COVID-19 vaccination rates lagging behind in Aboriginal and Torres Strait Islander communities a new approach was needed to counteract the effects of misinformation and fear.
Central to our strategy was talking to our audience in a way that speaks to them. First Nations Australians have 60,000 years of history. 60,000 years of culture. Of art, of song, of dance and language. All valuable. All worth protecting. So we brought these things to the fore, stoking feelings of community and pride that spurred our audience into action to vaccinate ’for all of us’.
The campaign featured a range of vaccinated famous faces including model Samantha Harris, musician Baker Boy, chef Nornie Bero, street artist Tori-Jay Mordey, Paralympian Amanda Reid and renowned didgeridoo player William Barton, along with a cast of everyday heroes.
The result? An optimistic campaign that reminds the audience our future is as valuable as our past.
