Google is about equality. It makes its products for all and why their mission is to organise the world's information and make it universally accessible and useful. It's why this project was so special as there was one voice in Australia that wasn't being heard or represented. Working with a range of consultants, we were able to bring the first in-language Aboriginal campaign to every screen in Australia. Bringing this campaign to life was a beautiful demonstration of the "helping you, help them" platform where Google continues to show that the true power of its technology comes from what people do with it.
This campaign is composed of three pillars: a linear/connected TV & cinema campaign, publisher partnership and online (YouTube and social) background story film. All anchored in the theme of mentorship — a universally relevant, relatable and inspiring theme for Australians, but particularity poignant for the Aboriginal Australia community.
The first pillar tells the story of a Danzal Baker, AKA Baker Boy, who helps rising musical talent Mikayla Mununggurr seize her moment, with a little help from Google. The film is inspired by Baker Boy himself, a Yolngu man and Australia's first Yolngu Matha rapper, who has been praised for his efforts to mentor and empower rising talent from his community. In 2019 Baker Boy was named Young Australian of the Year and received the Order of Australia Medal (OAM).
The film brings to light the issue of ‘shame job'; a real issue amongst youth in Indigenous communities and refers to perceived barriers that stop someone from going after their dreams. Knowing the challenges of ‘shame job’ was one of the drivers for Danzal’s passion and interest in the project.
Click to play launch film
“Shame is real in community, we have so many other barriers that disproportionately disadvantaged kids in remote communities, it breaks my heart to see them being held back by feelings of shame on top of that. I know what those feelings are like. Collaborating with Google and being able to depict this story in Yolngu Matha is powerful, it allows me to share this message directly to kids in Arnhem Land while also educating the wider Australian community on all Indigenous cultures and first languages,” he said.
The second campaign pillar shares a broader range of these positive mentor/mentee stories through a partnership with CampfireX, an Indigenous Australian-led creative consultancy, and The Guardian. With the aim of further showcasing the transformative, positive change that can be created when people decide to go out of their way to support and mentor others empowering them to rise up and find a voice. The Guardian integration focused on telling underrepresented stories of female Indigenous leaders - celebrating both their individual successes and journeys, but also the mentors who have helped them to achieve their goals.
The third campaign pillar was an online film, ‘Rise to Your Dream’. Directed by Indigenous filmmaker Cornel Ozies, the film is a deeper dive into the impact of ‘shame job’ in communities. It features Danzal and other inspiring individuals - Teela Reid, solicitor and Indigenous activist, Dr. Michael Mossman Lecturer in Architecture from Sydney University, and Ray Ingrey Chairman of the Gujaga Foundation sharing their stories of overcoming ‘shame job’ to reach their goals.
Click to play mini-doco:
And the results? Double digit increases on our two key brand metrics:
-
Double digit increases on our two key brand metrics:
-
Google makes a positive contribution to Australian society +10.6
-
Brand Advocacy +20.1%
-
-
A win at the ARIAs for Best Australian Song in an Advertisement and, even more importantly, as part Baker Boys's acceptance speech:
-
"This Ad is so much more than just Australian Music in advertising. It is Yolngu music and Yolngu Matha. Thank you to Google for putting my language and culture at the forefront and sharing the concept of shame that affects so many young mob. Big love to the crew for bring it all to life."
-
It just goes to show that when you help others, you can help yourself too.