Client: |
Department of Family and Community Services and Indigenous Affairs and the Attorney-General’s Department |
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 Back
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GJC created the Indigenous components of the Family Law Reform community education strategy. This involved the development and production of a number of Indigenous-specific educational materials, media relations and an extensive database.The Indigenous communication components were required to complement communication initiatives targeting mainstream and NESB target audiences.
Reason for Engagement
GJC submitted and won a competitive tender for the Family Law Reform campaign based on our understanding of the brief, our experience in Indigenous communications and the quality of our team.
Client’s Problem
Changes to the Family Law Act required a community education campaign to inform the target audience of these changes and ensure all target audiences become aware of the role, expansion and establishment of new family relationship services to support the Family Law changes. The ultimate aim is to support Australians to actively manage their relationships, and encourage parents to seek to resolve post separation parenting issues by agreement focusing on the best interests of their children.
Further to this, due to the lack of formal information services on Family Law issues and the general lack of knowledge about Family Law within many Indigenous communities, an awareness campaign that involved educating the Indigenous community on the role that Family Law plays in post-separation parenting issues was required.
GJC’s approach
GJC believe it is accurate to say that a next generation of Aboriginal and Torres Strait Islander Australians growing up strong, smart and healthy is seen as a community aspiration. For this reason, “the children” was the backbone of our campaign approach and the hook to achieve communication cut-through.
GJC understands that within Indigenous communities, raising children is seen as the responsibility of not just the mother and the father, but of the extended family and the wider community. This meant that, along with the parents, the extended family also needed to be made aware of the changes to the Family Law system.
Further to this, due to the lack of formal information services on Family Law issues and the general lack of knowledge about Family Law within many Indigenous communities, an awareness campaign that involves educating the Indigenous community on the role that Family Law plays in post-separation parenting issues was required.
To address these issues, GJC developed a series of posters, a series of advertorials, a radio advertisement and an information booklet.
GJC also developed an extensive and comprehensive database for the purposes of the mail out of these materials to Indigenous legal services and other Indigenous community organisations. This database was also used to provide the new Family Relationship Centres with key community contacts in their area.
GJC also developed an information sheet to be distributed to Family Relationship Centre staff to increase their understanding of the Indigenous community and how to most effectively work together with Aboriginal and Torres Strait Islander individuals, families and community leaders.
GJC also developed and implemented a public relations campaign and had articles placed in a number of Indigenous publications.
Project Outcome
This campaign is still ongoing.
Materials Delivered
Advertorials, radio advertisement and public relations articles were distributed and placed in Indigenous media outlets, and received a positive response from the community. Indigenous community information was distributed to Family Relationship Centres, with a high level of positive feedback being received.
Information booklets and posters have yet to be distributed.
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