Client: |
Department of Health and Ageing (DHA) (2007)
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 Back
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Vibe Australia, the sister company of GJC, developed the Indigenous Component to the Federal Government’s National Tobacco Campaign, entitled “Ditch the Durries”. It has involved writing and placing stories in Deadly Vibe magazine and In Vibe magazine over a two month period, conducting a photo-shoot, producing posters, conducting radio interviews on Deadly Sounds, writing and recording two radio ads, and conducting a series of rap competitions at four Vibe 3on3® locations. Vibe Australia is also responsible for designing and creating the "Ditch the Durries", (vibe.com.au/quitnow) as part of the campaign.
Reason for Engagement
GJC, through Vibe Australia, responded to a need to have an Indigenous component to the National Tobacco Strategy, and submitted a proposal which was accepted.
Client’s Problem
DHA was developing and implementing a National information campaign to support the Tobacco Strategy. There was a need for an Indigenous component to this campaign. DHA required this information to be communicated in a clear, culturally sensitive and meaningful way while still being consistent with the mainstream approach.
GJC’s approach
GJC committed to writing and placing stories in Deadly Vibe and In Vibe over a two month period (February - March 2007). Each month we focused on a different tobacco-related issue.
These stories were backed up by interviews on Deadly Sounds over the same two month period.
GJC also developed and is in the process of implementing the Ditch the Durries Rap Competition to be held at four Vibe 3on3® events (Kempsey in March, Rockhampton in April, Murray Bridge in May and Kununurra in June 2007). This involves helping event participants to write anti-smoking raps are then recorded with backing tracks. The best raps are produced put up on the vibe website. Winners of the rap competition in each location will be awarded a CD walkman.
GJC has also produced two posters to be sent to Aboriginal organisations including schools, government organisations, medical services and Land Councils.
All materials will be placed on the campaign specific website at vibe.com.au/quitnow . GJC is working in collaboration with a mainstream advertising agency and the DHA to ensure campaign coherence and integrity, and to ensure all key messages are being delivered.
Project Outcome
Still in development
Materials Delivered
Four stories, four advertorials, one radio special, two radio ads, two posters, and numerous community raps. All of these materials will be available at vibe.com.au/quitnow
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