Treaties
80,000 years
in the making

The brief

We were honoured to have played a role helping progress towards Australia’s first legislated Treaty. To support the journey towards Treaty for the many Indigenous nations within the state of Victoria, Carbon was engaged to create an awareness campaign to encourage Aboriginal Victorians to participate in the assembly election process. The main goal was to drive participation and enrolment so the community could vote for their preferred candidates in the First Peoples’ Assembly of Victoria.

The good

We secured one of Australia’s most respected singer/songwriters, Archie Roach to be the face of this campaign. As a proud Yorta Yorta man from northern Victoria, Archie was right at the top of our wish list. The TVC was anchored to Archie, with the idea being to create a building narrative, spoken by a cross-section of Aboriginal Victorians from young to old, representing the different age groups across the state. It captured the natural beauty of the state with the simple yet powerful line ‘Treaty. It’s time’ acting as a rousing call to action — evoking feelings of pride, resilience, unity and culture.

The impact

Launched across TV, radio, outdoor, print, and online, ‘Treaty. It’s time’ gained significant traction across media targets. A distinctive typeface was developed to speak directly to the audience while celebrating Indigenous culture and art with geometric shapes and colours inspired by the connections between community groups. Still in market, the campaign aims to appeal to all generations of Indigenous Victorians in the lead up to the election of representatives, and ultimately, a history making moment.