‘A powerful concept’: VACCHO and Think HQ draw upon Indigenous history for Aboriginal health recruitment campaign
The Victorian Aboriginal Community Controlled Health Organisation (VACCHO) has released a campaign to inspire Indigenous Australians to leverage their over 60,000 years of rich history for a career in Aboriginal health, via Think HQ.
A component of VACCHO’s Victoria Aboriginal Health & Wellbeing Workforce Strategy 2022-26, the powerful platform seeks to bring more First Nations peoples into the Aboriginal wellbeing and health sector, by reminding them that their 65,000 years of history makes them more than qualified to deliver health-related services than anyone else.
To develop the work and its premise ‘You have 65,000 years of experience. Start a career in Aboriginal health today’, Think HQ worked closely with various Indigenous communities and personnel, including stakeholders, general practitioners, workers in the emotional wellbeing, health and social spaces, and midwives.
The conversations the integrated agency engaged in resulted in an essential insight that served as a foundation for the campaign – most Indigenous Australians “don’t realise their life experience gives them a key prerequisite for many jobs in Aboriginal health”.
“Collaborating with Think HQ was a great process of combining cultural and creative expertise,” said VACCHO’s executive director for population health, Abe Ropitini.
“From concept development through to production, the Think HQ team – which included First Nations people – was able to translate our initial yarns into a powerful concept, which was then brought to life through beautiful design, photography, and film production. We are excited to continue expanding the campaign even further.”
Associate creative director at Think HQ, Sam McCarron, added: “Some might be put off by the belief that they don’t have the prerequisites for a career in healthcare. But they do.
“Health and wellbeing knowledge in Aboriginal culture goes back further than any knowledge in the world.
“It was important that we worked with First Nations creators and creatives to help communicate this with the heart and nuance it deserved.”
Specifically, the campaign consists of a video series produced and written by Think HQ, with help from Wiradjuri director, Jack Steele, and First Nations talent in the community, as well as music and film.
Alongside the hero film, the creative leverages videos featuring Aboriginal healthcare workers – mental health nurse, Grady; midwife and registered nurse, Tracey; trainee doctor, Taya, and Aboriginal health practitioner, Jessica – sharing their stories of working in their respective fields.
Audio assets developed for radio, online and social platforms, in addition to a series of posters, further amplify the campaign’s reach.
“The best care comes from empathy without judgement, and when people receiving care can connect with someone who understands them,” explained Think HQ’s group head of creative strategy, Lisa Gumbleton.
“That makes lived experience an important prerequisite to a career in Aboriginal health, yet people didn’t really understand the different roles and career pathways available to them.
“Our campaign seeks to tap into their passion for health and desire to help their community by showing a career in health could be the right one for them.”
The campaign will play in market on VACCHO’s social media platforms, radio and online until March 31, 2025.
Credits
Client: Victorian Aboriginal Community Controlled Health Organisation (VACCHO)
Abe Ropitini – Executive Director, Population Health
Somenah Nasir – Project Officer
Agency: Think HQ
Founder & Managing Director – Jen Sharpe
Senior Account Director – Anu Jose
Account Manager – Harshini Sivaraj
Group Head of Creative Strategy – Lisa Gumbleton
Head of First Nations Communications – Taryn Marks
Chief Creative Officer – Andy Lima
Creative Director – Sam McCarron
Copywriter – Thabani Tshuma
Producer – David O’Connor
Director – Jack Steele
Cinematographer – Ryan Andrew Lee
1st AD – Edward “Ned” Valent
Stills – Daniel Hartley-Allen
Sound Design – Adam Dixon-Galea
Music – Tristan Barton Music
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