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.”
Credits 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
Justified criticism about the lack of diversity is good. We think providing positive solutions is better.
Rightly, the lack of diversity in the Australian media and advertising industry have been pointed out by organisations and individuals; not enough diversity on our screens, in our TV commercials and in the staff that creative and media agencies hire. For decades, multicultural marketing agencies have highlighted the benefits of multicultural marketing. The industry has long argued that advertisers should invest more advertising budget to multicultural or “ethnic” marketing.
L-R: Wei Ng (IDENTITY Communications), Mark Ella (NITV), Danny Bass (IPG Mediabrands), Glenn Hamilton (NITV), Thang Ngo (IDENTITY Communications).
IDENTITY Communications are hugely proud to lead an IPG Mediabrands-wide initiative aimed at increasing investment in Indigenous media as well as improving employment opportunities Indigenous Australians. The NITV and IPG Mediabrands partnership announced this week is a first in Australia. The partnership is supported and sponsored by Danny Bass, IPG Mediabrands CEO.
We’re hugely proud to play a role that takes the debate beyond debate and criticism, to providing one solution to this complex issue. Details of the Indigenous partnership between NITV and IPG Mediabrands are contained in the media release below.
IDENTITY will be announcing other Australian first multicultural marketing initiatives in coming months.
MEDIA RELEASE
NITV AND IPG MEDIABRANDS ANNOUNCE UNIQUE PARTNERSHIP
May 23, 2017: Australia’s National Indigenous Television network (NITV) and IPG Mediabrands have announced a unique partnership to raise awareness of the potential of Indigenous audiences within IPG Mediabrands’ client base. The partnership aims to increase investment from Mediabrands on NITV to help support more production of Indigenous content on the network.
NITV is a free-to-air channel led by and focused on Aboriginal and Torres Strait Islander people. The channel commissions or acquires content primarily from the Indigenous production sector. It was founded in 2007, then launched as part of SBS in 2012 and currently reaches more than two million unique viewers a month. It is available in 95% of Australian homes.
The agreement is a first in Australia. NITV will help Mediabrands businesses develop a greater understanding of Indigenous communities and help develop insights, strategies and connections for client teams. Mediabrands will help NITV unlock greater investment into Indigenous media and create opportunities for improved representation across the marketing industry.
NITV Executive, Mark Ella said, “Australia’s Indigenous audience are sometimes stereotyped by advertisers who overlook the rich diversity of our people. This partnership will help us to understand what clients are looking for and bring the potential of our audiences to Mediabrands’ clients in an authentic way. It is a true partnership that offers both sides unique benefits.”
Danny Bass, CEO of IPG Mediabrands Australia, said there was both a need and a responsibility for the Media Industry to be far more inclusive of Indigenous people and minorities. “Our industry is a major contributor to helping shape the culture of Australia and that culture has been shaped in great part by our Indigenous People. The partnership with NITV is a two-way lens for brands and Indigenous people to influence each other in the digital world. More broadly, Mediabrands is fully committed to providing roles for Indigenous people within our business.”
At IPG Mediabrands the partnership with NITV will be led by the group’s multicultural division, IDENTITYCommunications. Thang Ngo, Managing Director of IDENTITY Communications, said, “Diversity and representation are topical issues in the industry. This partnership moves beyond debate and criticism to solutions that aim to make a tangible difference.”
The partnership allows for joint internship programs and NITV support in development of an IPG Mediabrands Reconciliation Action Plan (RAP).
