The Victoria State Government is encouraging Australian’s to ask questions to members of the Aboriginal community in a new campaign promoting the state’s proposed treaty legislation.
The state government is embarking on the nation’s first-ever treaty with the indigenous population and the campaign, 'Deadly Questions' aims to promote an open conversation between non-indigenous people and the Victorian Aboriginal community around the issues.
The campaign is the result of research which revealed many Victorians feel they are ill-informed about the state’s Aboriginal heritage and about Indigenous issues in general, with many admitting they don’t ask questions for fear of offending or appearing ignorant.
The campaign, which is centred around a website, aims to provide a platform to promote an open conversation to address questions, which can be posted anonymously. The campaign has enlisted high-profile Aboriginal people to respond to questions including musician Adam Briggs, elders Aunty Pam Pederson, Aunty Joy Murphy and Uncle Kevin Coombs OAM.
The campaign, which has been created by Clemenger BBDO Melbourne, includes TV, OOH, digital and social media activity
Josh Smith, executive director at Aboriginal Victoria, said, “For us, and for Aboriginal Victorians, this campaign represents hope. Hope for change. Hope for recognition. And importantly, hope that we can move forward as a State and as a nation united.”
“Never before has there been a forum like this to provide a deep understanding of Aboriginal cultures, and we look forward to joining Victorians in a conversation that needs to be had,” said Smith.
Evan Roberts, executive creative director, Clemenger BBDO Melbourne, said, “This country has a long way to go to get to Treaty, but by creating an environment to talk about the issues that currently divide us we hope to unify Victorians in support of one.”