Tomorrow People

GJC developed a comprehensive communications strategy for Indigenous Australians and their service providers that aimed to motivate and actively encourage changes in behaviour (at this stage with physical inactivity and poor nutrition) to reduce the prevalence and impact of chronic disease on the Indigenous population. This was a clear case of taking a mainstream approach towards a sensitive issue and adapting it for an Aboriginal and Torres Strait Islander audience.

Working with the Department and stakeholders, GJC engaged role models to be used across all elements of the campaign and produced a series of posters, radio advertisements, an information booklet and merchandise for Indigenous Australians, as well as a series of advertorials and editorials for distribution to key Indigenous media. We also coordinated direct mailing of all materials to our databases.

In 2010, GJC won by competitive tender the second phase of Tomorrow People, which involved touring to 4 locations in rural and remote Australia conducting a Tomorrow People tour (which consisted of a community barbeque and physical activity, as well as local and national role model engagement to deliver the messages of eating well and excercise being important to prevent chronic disease). We also took a film crew and created 4 short DVDs which profiled the communities in which we held the tours showing what local initiatives were being conducted around good eating and excercise.

To see all materials please visit www.australia.gov.au/tomorrowpeople .