Client: |
Department of Agriculture, Fisheries
and Forestry Australia (AFFA)
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Division: |
Public Affairs |
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 Back
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Reason for Engagement
Cultural Partners Australia (CPA) and GJC (CPA/GJC)
put forward a proposal to develop and implement
an integrated Indigenous communication strategy
to promote the Commonwealth Government’s Agriculture –Advancing
Australia (AAA) package to people of Aboriginal
and Torres Strait Islander background involved in
primary industries. This strategy was one element
of a comprehensive communication and information
campaign designed to promote the enhanced AAA Package.
The proposal was successful.
Client’s Problem
In 2000, research had shown that awareness of AFFA
and awareness and take-up of the AAA package was
very low among Aboriginal Australian target audiences.
The communication task was to effectively promote the benefits of the AAA package
to this target group by making the communications more relevant and appropriate.
In particular, AFFA was looking for a communications campaign that would:
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raise awareness of the AAA Package among primary
producers and their families, as a major Commonwealth
Government objective assisting regional and rural
Australia ;
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build awareness of the integration of the elements
of the package, designed to improve competitiveness,
innovation and risk and natural resource management
among primary producers and rural communities;
-
build knowledge of how to access the package programs;
and ultimately
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to increase the number of primary producers and
their families using the package.
GJC’s approach
GJC/CPA developed a comprehensive communication strategy, which involved
reviewing relevant research, determining target audiences, developing a communications
plan, reviewing mainstream communications and customising them to suit an Indigenous
audience, developing and testing materials, selecting channels for communication,
establishing mechanisms for campaign inquiries and responses and evaluation.
GJC developed case studies as the backbone of the
campaign, used to drive the key messages. These case
studies were used for our press ad, radio ad and our
press articles.
GJC produced the press (wrote and designed) and radio
ads (wrote, sourced talent and recorded) and the press
articles (researched and wrote).
GJC developed a media plan in consultation with AFFA
and Mitchell Media for advertising and earned media,
negotiated the placement of all earned media, and placed
all paid press advertisements.
GJC developed a partnership program which involved
the delivery of campaign materials and information
to targeted intermediaries.
GJC also worked with AFFA in coordinating the roadshows.
GJC worked with mainstream advertising and PR agencies
and AFFA to ensure campaign coherence and integrity.
Project Outcome
The use of the case studies proved to be very successful
in engaging with the target audience and communicating
the relevant messages about AFFA.
The imagery and stories developed were strong and
the uptake of these was very successful.
All press stories were placed in the relevant media.
The roadshows were a great success.
Materials Delivered
1 press ad, 1 radio ad, 1 DL brochure, case studies.
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