Facebook, Instagram & TikTok launch campaigns for NAIDOC Week

This National Aborigines and Islanders Day Observance Committee Week (NAIDOC Week), Australians are being encouraged to discover the Traditional Country beneath their feet with the launch of ‘Connect to Country’ from Facebook Australia and Indigenous creative agency Campfire x.  

With the creative developed by DDB Melbourne, the ‘Connect to Country’ campaign invites Australians to better connect with the world’s oldest continuous culture, and encourages brands and businesses to embed First Nations culture as an integral part of their physical and digital footprints. 

Starting today,  the campaign video asks all Australians “Where You From?” and encourages them to discover more about their local First Nations communities, with resources available on the ‘Connect to Country’ Facebook page. These resources include videos to learn how to acknowledge Country and tips for connecting with their local community and language groups.

The campaign has been supported by Coles, Tourism Australia, and Telstra. 

Alexandra Sloane, director of marketing for Facebook Australia, said: “This partnership brings the world’s oldest storytelling culture to the world’s newest storytelling platform. Our platforms have powerful abilities to enable storytelling and connect all Australians with the custodians of this land, the First Nations peoples who have nurtured it for more than 60,000 years. This campaign delivers cultural understanding and education based on the land you’re located upon, so it’s never been more accessible to learn First Nations stories in your own backyard.”

DDB Melbourne Creative Nic Molyneux said: “It’s not often you get to work on projects this important. As a First Nations creative, it’s immensely rewarding to be a part of launching the campaign, and I know the DDB team is extremely grateful for the opportunity to contribute and learn. This is just the beginning, I can’t wait to see where it goes.”

Facebook and Instagram are also encouraging support with GIPHY stickers

Facebook along with Instagram are also partnering with Trading Blak, a collective of First Nations businesses to launch the Trading Blak Facebook and Instagram Shop , GIPHY Sticker kit and co-branded campaign.

Trading Blak was founded in 2020 by 11 businesses, and aims to support up-and-coming First Nations entrepreneurs and educate consumers so they understand the nuances when buying in the Indigenous space. The partnership includes enabling commerce with the platform’s Shops function, encouraging support with GIPHY stickers and a co-branded digital campaign to drive growth for Trading Blak. 

The campaign will run across Facebook, Instagram and NITV as part of NAIDOC Week.

TikTok is also launching activities for NAIDOC Week.  TikTok’s dedicated NAIDOC Week Hub is a week-long programming initiative to elevate First Nations creators and content on the platform, as part of our commitment to fostering a positive, inclusive community.

Throughout the week TikTok will be spotlighting a group of Indigenous creators who’ve been nominated by their peers from the TikTok community, showcasing curated Indigenous music and hosting a series of unmissable live stream music shows from First Nations artists. 

TikTok are elevating First Nations creators and content on the platform, to foster a positive, inclusive community

Headlining this year’s program will be an exclusive live performance on TikTok from Indigenous Australian pop icon, Jessica Mauboy. 

“NAIDOC Week is incredibly important to me as it not only celebrates the history and achievements of my people and culture but also allows communities to come together to reflect, heal and share powerful stories. TikTok is an inclusive space where these voices are elevated and can make a real impact. I’m so thrilled to be part of TikTok’s NAIDOC Week program alongside some very talented First Nations creators,” Mauboy said.

‘Connect To Country’ Credits:

Facebook, Instagram and Trading Blak Credits:

Talent – Bianca Hunt and Tyrone Pynor

Styling – Anastasia Keshan

Stickers designed –  Nungala Creative
Jessica Johnson

Campaign strategy – Facebook
Jarin Baigent
Jessica Johnson

Campaign strategy – Trading Blak
Rowan Spinks
Lucinda Bauermeister
Amelia Gilbert

Production Facebook

Emma Borgerding
Paul Canaan
Howard Ching
Bethanie Lawton
Jovan Atanackovic

Motion graphics – Now We Collide

Kate O’Donnell
Amanda Cooton

PR
Antonia Sanda – Facebook
Ben Cheong –  N2N Communications

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Emma Shepherd

Emma Shepherd was the acting deputy editor at Mumbrella who has over seven years of print and digital experience in the industry and has previously worked as a reporter for media outlets Bauer Media (now Are Media), Yahoo Australia, and a content strategist and writer for various independent marketing agencies.

topics Alexandra Sloane Anthony Moss Campfire Coles Connect To Country DDB DDB Melbourne director of marketing Executive Creative Director Facebook First Nations indigenous creative agency Instagram Jessica Mauboy NAIDOC Week Telstra TikTok Tourism Australia Trading Blak

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