The objectives were educate & support families primarily, encouraging people to call triple zero, reduce the shame about asking for support & to act quickly to any symptoms as a result of drug use.
Due to historically challenging relationships between police & Aboriginal communities in NSW, the strategy was to co-design the campaign and bring police and community together, meeting the needs of all stakeholders.
The campaign developed a range of communication products that were culturally appropriate & included community members (visuals), who had first-hand experience of issue.
Challenge
Historically challenging relationships between police and Aboriginal communities in NSW leaving a sensitive issue with reducing drug abuse.
Solution
A campaign of developed story books, booklets, posters, postcards & two videos featuring community champions.
Result
The campaign achieved strong media pick up through Indigenous media channels, as well as mainstream outlets such as ABC. The NSW Police received requests from Aboriginal organisations for additional copies of materials.
Cox Inall Ridgeway is dentsu’s social change agency working to disrupt disadvantage in Indigenous communities.
The agency was born in 2007 from a partnership between Gumbaynggirr man and respected Aboriginal leader Dr Aden Ridgeway and Managing Director of Cox Inall Communications Tim Powell.
From our head office in Walsh Bay, Sydney, the land of the Eora Nation, and satellite offices in Brisbane and Melbourne, Cox Inall Ridgeway delivers policy, research, evaluation, community engagement and creative communication projects across the country.
The business is led by a team of emerging Aboriginal leaders and creative thinkers.
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