Connecting Us Mob

GJC was commissioned by DCTIA to develop and implement a strategy to communicate telecommunication issues to Indigenous Australians, with a particular focus on rural and remote.

Reason for Engagement
GJC put forward a proposal and won the tender, based on our understanding of the brief, our creative approach and the quality of our team. As well as program information, the campaign carried a strong consumer rights message.

Client’s Problem
DCITA was developing a national campaign for all Australians in response to the Regional Telecommunications Inquiry (RTI) and sought proposals from Indigenous communication specialists to address issues arising from the RTI. The RTI showed that there was a lack of awareness about telecommunication services, credit control and rights and responsibilities.

GJC’s approach
GJC developed and produced a slogan and logo, two radio advertisements, a press advertisement, 4 posters, a sticker, 20 stories to be placed in Indigenous media, 12 community raps to be played on Deadly Sounds and a 12-page booklet. GJC liaised with the mainstream consultant in relation to television advertising, and sourced and managed the Indigenous elements of the television commercial. GJC also advised the advertising agency on the media schedule for the campaign.

GJC also recruited and cast an Aboriginal family for the television ad, and worked with the mainstream creative agency to incorporate a realistic Indigenous perspective into the advertising message.

Project Outcome
The ‘Connecting Us Mob’ campaign successfully added a powerful Indigenous identity to mainstream activities. The campaign also provided a unifying identity to all the work the Australian Government conducts in Aboriginal and Torres Strait Islander communities.

Materials Delivered
This involved the production of a booklet, two radio advertisements, a press advertisement, 4 posters, a sticker and 12 community raps.