How can Aboriginal and Torres Strait Islander Australia participate in a meaningful way in 2001’s Centenary of Federation? GJC was commissioned to develop and implement an information campaign to address this particular issue. GJC’s approach was to celebrate the last 100 years by showing achievements of Aboriginal and Torres Strait Islander Australia.

Reason for Engagement
GJC submitted and won a competitive tender for the Centenary of Federation campaign, based on our understanding of the brief, our experience in Indigenous communications and the quality of our team.

Client’s Problem
The National Council for the Centenary of Federation Secretariat (the Council) launched an ongoing communications strategy targeting Aboriginal and Torres Strait Islander people as part of its national communications campaign. The aim of this strategy was to involve all Indigenous Australians in the Centenary of Federation by creating a specific place for them in the year-long celebrations, by fostering media understanding of, and support for, Indigenous issues in contemporary Australia, and by addressing queries and concerns made by Indigenous Australians about the Centenary of Federation swiftly and sensitively. The Council required someone to develop and implement a strategy to address these issues.

GJC’s approach
After successfully tendering for the contract, GJC developed a strategic communications campaign, entitled “100 Years of Survival, Achievement & Coalition”, which was then implemented on a national basis throughout the centenary year.

This strategy aimed to involve all Indigenous Australians in the Centenary of Federation by creating a specific place for them in the celebrations; by fostering media understanding of, and support for, Indigenous issues in contemporary Australia ; and by addressing queries and concerns made by Indigenous Australians about the Centenary of Federation swiftly and sensitively.

All Aboriginal and Torres Strait Islander Australians were targeted as part of our campaign, with a special emphasis on executive members of Indigenous organisations and other ‘community gatekeepers’; primary, secondary and tertiary students; and consumers of Indigenous and regional mainstream press.

There were a number of key elements to the campaign.

In the main, our strategy consisted of sourcing, generating and placing 100 features and profiles, both historical and contemporary, in Aboriginal and mainstream press around Australia . The aim of these stories was to highlight instances of survival and achievement by Aboriginal Australians over the past century, as well as instances of positive and pragmatic coalition between Aboriginal and non-Aboriginal people. GJC also produced and broadcast on Deadly Sounds 15 two-minute scripted vignettes of notable Indigenous achievers and achievements.

Other elements included advice on the development of advertising for the mainstream campaign as required, and issues management as required. In addition, GJC was called upon to assist in the promotion of Yeperenye Federation Festival as part of, and in addition to, the press component. All earned media was available for uploading on to the Centenary of Federation website.

Project Outcome
The campaign was an outstanding success.

Regarding the earned media, we are proud to report that 100 stories were placed in some 20-30 Indigenous and non-Indigenous publications around Australia, including Deadly Vibe, Koori Mail, Yamaji News, Jabiru Rag, Torres News, Arafura Times, Tennant & District Times, and numerous regional papers such as South Burnett Times, Kimberley Echo, Queanbeyan Age, Centralian Advocate, Western Advocate, North West Star, Shepparton News and Murrumbidgee Irrigator. Stories were also placed in a number of specialist publications including the Australia Council’s quarterly Arts Yarnup, Australia ’s premier art publication Art Monthly, and Local Government Focus. All editors were fully availed of the aims and objectives of the Indigenous communications campaign before placements were sought.

Regarding the radio vignettes, we generate, produced and distributed 15 ‘community announcements’ ranging from between 1.5 and 7 minutes in length. These vignettes were burnt onto CD and sent to approximately 100 Indigenous and mainstream community stations around Australia . The vignettes were also supplied to the National Indigenous Radio Service (NIRS), where they were transmitted by satellite to a further potential 200 stations. Additionally, the vignettes were sent to the State Library of New South Wales and ScreenSound Australia for archiving.

Throughout the yearlong campaign, GJC was also involved in issues management with regard to Indigenous media response to the Centenary of Federation, and the attitudes of key Indigenous stakeholders and intermediaries. Our organisation monitored both Aboriginal and Torres Strait Islander media for Centenary of Federation coverage and mainstream media coverage of the Centenary of Federation’s Indigenous aspects. We also sought opinions from community leaders and information gatekeepers regarding our Indigenous strategy and the overall campaign, feeding them back to the client on a regular basis.

GJC is happy to report that, although there was anti-COF sentiment being published prior to and in the early stages of 2001, that offering positive stories about Aboriginal and Torres Strait Islander Australia appeared to outstrip any negative media comment or coverage.

Materials Delivered
100 stories placed in various publications, 15 radio vignettes, a special Yeperenye Federation Festival edition of Deadly Vibe.