Aligning ourselves with First Nations communities, for good

We prioritise amplifying First Nations voices and cultures in our campaigns – speaking with them, rather than about them. Community engagement is central to our approach as we recognise the importance of drawing on community strengths for effective marketing and communications within First Nations communities. We support self-determination by partnering with First Nations voices and acknowledging the demands on community-controlled organisations – designing projects with their needs in mind.

Diligently researching communities and communication opportunities, we create thorough briefings and allow ample time for conversations. Listening to and shaping the campaign according to community advice is fundamental to our approach. We collaborate closely with First Nations creatives, directors, artists and talent to ensure authenticity and cultural safety, continuously strengthening our capabilities and knowledge around cultural competency, self-determination and allyship.

Explore our Reconciliation Action Plan