Berlei

Womankind

Case Study

Online Film

The First Brand To Show Australia’s True Colours

Australia is one of the most culturally diverse places on earth. Almost 50% of us were born in another country, or have a parent who was. But turn on a TV down here, and you couldn’t tell. So, in a year when racial tensions, prejudice and discrimination were sweeping the globe, and increasing down under, we wanted to show Australians there’s more that unites us, than divides us.

For the very first time, a major brand reflected what Australia really looks like – including people of every race, religion, gender, age, ability, and sexual orientation in an historic moment in Australian media. The film also acknowledged our indigenous inhabitants as original landowners – something the Australian constitution still doesn’t to this day.

Sparking widespread discussion about what it means to be Australian, the campaign generated unprecedented editorial coverage, changing the debate and setting a new normal.

It has garnered praise from the Indigenous, LGBTI, Muslim, Deaf and Disabled communities for its positive representation of Australia’s true diversity.

Results:

6.2M combined views (Facebook + YouTube)

Over 171M media impressions

379 unique pieces of editorial coverage

Top 10 YouTube videos in Australia, Q4 2016

Note: Current Australian population is 24.3 million

Watch the original video on News.com.au»