Aboriginal and Torres Strait Islander Australians unite for vax ad

Brisbane-based social change agency Carbon Creative has created a PR campaign to encourage Aboriginal and Torres Strait Islander Australians to get vaccinated against COVID-19, funded by the Australian Government Department of Health.

As of 25 October, 45.15% of the Aboriginal and Torres Strait Islander population are fully vaccinated. As of 24 October, according to the Federal Government, 73.4% of Australia’s over 16 population are fully vaccinated.

The campaign features notable Indigenous celebrities such as rapper Baker Boy,  didgeridoo player William Barton, chef Nornie Bero, model Samantha Harris, emerging artist Tori-Jay Mordey and Paralympian Amanda Reid.

The 60-second spot, which features Baker Boy’s music, shows people dancing, playing sports and creating art. THe spot ends with: “For our past. For our future. For all of us”.

Carbon Creative managing director and Birri Gubba man Wayne Denning said: “We knew that fear or lecturing wasn’t going to change vaccine hesitancy for this audience. So instead we looked to inspire and remind all First Nations people what we know to be true – we have 60,000 years of history, culture, art, song, dance and language to be proud of and worth protecting.”

Baker Boy said: “I’m passionate about protecting my mobs’ culture, dance and music. But none of that matters unless we protect and safeguard our future and we can only do that by having a yarn to our health care workers about getting the COVID-19 jab.”

The campaign is below the line and will be on the Department of Health’s social channels and website.

Baker Boy has also recently fronted Menulog’s recent campaign, where Snoop Dogg’s jingle was remixed.


Indigenous Consultant: Wayne Denning
Group Account Director: Rebecca Blinco
Senior Account Manager: Sarah Fitzpatrick
Producer: Angela Hueppauff
Co-Creative Directors: Monique Kneepkens & Sandra Hind
Creative: Andrew Leftley
Director: Tristan Houghton
Photographer: Tristan Houghton
Post-Production: 3P


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