The NSW Government has launched an Indigenous partnership to provide information and support to the community while they are staying at home.
The objective is to provide practical tips to support the physical and mental health of Indigenous Australians, while they are staying at home, using Indigenous sporting talent.
“While we know the people of NSW understand the importance of staying at home to protect themselves and the community, the NSW Government understands it can be challenging to maintain strong physical and mental health at this time,” says Emma Hogan, secretary of the Department of Customer Service.
“This partnership is about working with Indigenous media and talent to make sure the message is relevant and cuts through. The content was developed and produced specifically for the community and told by people from the community.”
Four pieces of content produced cover a wide range of topics: Connection to Culture, Staying Healthy, Managing Stress and How to Keep the Mob Safe.
The content features Indigenous NRL greats, Timana Tahu and Dean Widders as well as former NRL player turned presenter, Tanisha Stanton.
Produced in partnership with NITV, the four segments will air on Over the Black Dot, the Indigenous broadcaster’s weekly NRL panel program.
The segments will air over the next four weeks, coinciding with the re-start of the NRL season.
The NSW Department of Customer Service engaged IPG Mediabrands’ specialist cultural consultancy Identity Communications for the campaign.
“The Indigenous community strongly over-index when it comes to Rugby League, both in playing and watching the game,” says Thang Ngo, managing director of Identity Communications.
“We also know that NITV is a trusted channel and is highly consumed by the community. Each month, some two million Australians tune in to the network.
“The partnership allows us to leverage this strong community passion point and trusted messengers to provide helpful physical and mental wellbeing information.”
Client: Department of Customer Service and NSW Health
Agency: Identity Communications
Managing Director & Head of Strategy: Thang Ngo
Account Director: Wei Ng
Senior Account Manager: Albert Han
Production: NITV (National Indigenous Television)
Managing Producer: Adam Manovic
Senior Producer, Writer-Director: Ben Smith
Director of Photography: Arron Hage
National Advertising Sales Manager: Craig Corcoran