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:

Campfire X

Cornel Ozies – Director of LALC films

Brad Cooke – Executive Producer

Peter Kirk – Executive Producer & Director of Connect to Country

Warwick Heathwood – Strategy Director

DDB Melbourne

Executive Creative Director – Anthony Moss

Copywriter – Nic Molyneux

Art Director – Ben Mann

Head of Integrated Content – Renata Barbosa

Senior Agency Producer – Sonia McLaverty

Senior Business Director – Wil de Souza

Production Manager – Alex Bray

DOP – Andrew Gough

Shot on Gadigal Land – Carriage Works

Post Production – The Editors

Studio Hackett

Jake Duczynski – Animation Director

James Hackett – Animation creative director


Alex Sloane – Director of Marketing

Tom Hyde – Creative Agency partner / Planning Director

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

Antonia Sanda – Facebook
Ben Cheong –  N2N Communications


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.