Swinburne University of Technology Advertising scholars analyse the role of brands in the Voice to Parliament
Swinburne University of Technology advertising students have considered the role brands can play in communicating First Nations issues in an industry-aligned project, mentored by specialist Indigenous communications agency Cox Inall Ridgeway.
The semester-long project in the Advertising Issues: Regulation, Ethics and Cultural Considerations subject focused on the upcoming Voice to Parliament referendum, asking students to create a communications strategy and integrated media campaign around it for a major Australian brand of their choosing.
Building students’ cultural awareness
Tiernan Campbell-O’Brien from Cox Inall Ridgeway says many advertisers and media have had no prior learning in ensuring their content is relatable, inclusive and sensitive to First Nations peoples.
“Challenging students to learn how to create a communications concept and strategy that is related to a First Nations topic puts them in a better position when they go on to their chosen profession and communicate to Australian audiences,” he says.
Swinburne advertising lecturer and course coordinator David Reid says the project aims to build students’ Indigenous cultural awareness and instil the knowledge and skills necessary for today’s complex and constantly evolving business environment.
“Industry feedback has highlighted gaps in specialist knowledge applied to the field and an increasing push to ramp up digital literacy and technology literacy with an expectation graduates will already have a high standard of information literacy. Cultural literacy is also developing as an important area,” he says.
Communicating First Nations issues effectively
Student Georgia Back says the project gave her more of an insight into how to create a communications strategy for an organisation and deepened her understanding of Aboriginal and Torres Strait Islander matters.
“For many of us the opportunity to engage in such a referendum is rare. It has been a uniquely enlightening experience to explore the most effective means of communication for a referendum and to grasp its immense significance,” she says.
Georgia’s group chose to create a strategy and campaign for a major road operation company focusing on how the brand could educate employees about the upcoming referendum and educate them more broadly to help them make an informed decision at the ballot box.
Their approach included ‘soft sell’ internal communications including emails and informational videos from leadership and a cultural dinner to provide opportunity to learn and discuss the role they can play in the referendum.
“Through this process, I have gained a deeper understanding of the intricacies involved in creating a compelling proposal, while also embracing the importance of approaching projects with an open mind,” says Georgia.
Classmate Sean French says being guided by two industry professionals, Yatu and Tiernan, throughout the project was invaluable.
“They showed interest in everyone, which was really encouraging. They taught me and the group the importance of authenticity in advertising. It’s nice to have people within the industry be so passionate and encouraging about students who are about to come into the industry,” says Sean.
Consumers are demanding more of brands
Brands will increasingly be looked upon to stand up on issues of inclusion and representation, says Tiernan.
“People have used their power as consumers to drive brands further, demanding they consider the environment, their staff (equal pay and diversity) and social issues. As such, brands can use their influence (along with people) to lead by example, to educate when the issue is not well understood and use their platform to amplify First Nations voices,” he says.
“We hope they [the students] were able to learn a lot more about First Nations affairs, the upcoming referendum and how better we can communicate to all, if we are inclusive of First Nations people.”