4 Televison Ads designed by Wayne Tindall for Indigenous Communities in the Grampians Region of Victoria.
Recently, Change the World creative director Wayne Tindall spearheaded a campaign in the Grampians region of Victoria working with the Victoria Police Violence Against Women and Children Strategy Group. This is a public awareness campaign targeting family violence and sexual assault within the Aboriginal community.
TV Ad #1
TV ad #2
TV Ad #3
The objectives of the Indigenous Family Violence and Sexual Assault Awareness Campaign are to:
• improve relationships between the local Indigenous community and Victoria Police;
• increase community awareness and understanding of the impacts of family violence and sexual assault;
• identify strategies for victims of family violence and sexual assault;
• achieve increased reporting of family violence by Aboriginal communities and in the longer term, provide an overall reduction of the incidence of violence ?and sexual assault against women and children in these locations; and
• engage with the Aboriginal community in order to identify local issues specific ?to family violence and sexual assault.
The campaign was managed by Victoria Police but the four television commercials were developed by Wayne Tindall working with NBS Productions and in partnership with local Aboriginal communities in the Grampians Region to ensure they are responsive to local issues. Once again the results have been outstanding with local people fronting the commercials with astounding frankness and power. The advertisements are currently airing across this part of Victoria.
Change the World is changing the lives of Indigenous communities across Australia!
We recently teamed up with NBS Productions and put our creative hats on to come up with an impressive ‘Anti Smoking Campaign’ for the Indigenous Community in Bairnsdale Victoria.
The desired target audience was broad being:
• Young people that had never smoked
• Young people who smoked
• Mum’s and Dad’s who smoked at hoe and around the kids
• Pregnant mums
• Middle aged parents and singles and
We quickly decided to take a holistic approach realising that a campaign of this nature will not be successful with 4 ‘stand alone’ TVC’s without supporting media and the re enforcement of existing social network sites.
Together with the support of the client group, we secured a small group of Indigenous youths who committed to work with us to come up with initial ideas and help with all stages of production in exchange for some formal and professional training in mainstream film and television production.
The idea was that by involving the community at all levels in the actual creative act of this campaign, the key messages would be absorbed by a process of ‘osmosis’, and pride and self esteem would be elevated thus creating a platform from which to build dialogue around an ‘anti smoking’ message.
Four key areas and approaches were identified.
1. A PROUD MOMENT
An advert that targets the financial cost to a family when a parent is smoking.
2. THE GREATEST GIFT
A hard-hitting ad that targets the family situation when a parent dies through smoking caused
3. IT’S YOUR FUTURE
An ad that targets youths with a clear outline of cause and effect IE: choices today have impact
4. NOT FOR ME
A clear message from the community that smoking is “NO GOOD AYE”
The initial proposal encompassed the following media:
• T Shirts/caps/USB wrist-bands
• On Line/Youtube/Facebook/Twitter
• Mobile Phone
We proposed a fairly ‘hard hitting’ approach without ‘preaching directly at existing smokers but rather by using a family/community perspective to get the message across.
We felt that by using a selected group of young people in the production process and by documenting this process and placing ‘behind the scenes’ clips on dedicated facebook/twitter pages, a great deal of local, national and even international interest would be generated.