Reconciliation Australia
Working on National Reconciliation Week campaigns for Reconciliation Australia has always been a privilege. But in 2024, following the 'No' vote in the referendum on an Indigenous Voice to Parliament, it felt more important than ever.
The brief
The unsuccessful referendum result left the First Nations community reeling and Reconciliation Australia in a quandary - how do you help build reconciliation in 2024 after such a blow?
Once again we worked with Reconciliation Australia to create a theme to remind all of us that, regardless of the referendum result, the fight for the recognition and rights of Aboriginal and Torres Strait Islander people must go on. We knew that the 6.2 million Australians who voted YES were committed to better outcomes for First Nations people, and were with us. 'Now more than ever', the work continues. Our theme - and campaign - was born.
The good
The National Reconciliation Week theme for 2024, 'Now More Than Ever', is a reminder to all of us that no matter what, the fight for justice and the rights of Aboriginal and Torres Strait Islander people will - and must - continue. There have been many moments in Australia's reconciliation journey that make us want to turn away. But when things are divisive, the worst thing we can do is disengage or disconnect.
The National Reconciliation Week 2024 design and artwork represent the momentum of the theme 'Now More Than Ever'. The chevron, a universal symbol for pointing the way, signifies advancing as one as we look towards a reconciled future; and the vibrant artwork of Gubbi Gubbi artist Maggie Douglas encourages connecting with one another, understanding and continuing to move forward.
The impact
A key objective of the 2024 campaign was to 'keep the fire burning' among reconciliation supporters, and it did just that. While the official impact report is yet to be generated by the client, we know that the campaign was embraced far and wide, with the campaign earning countless dollars in unpaid PR and featuring on people's social timelines, screensavers and email signatures around the country, prompting conversations around the country. In 2024, 'Now More Than Ever' became a salve for those disappointed by the referendum result, and a rallying cry to continue the fight for reconciliation.
