Google and Campfire X launch latest iteration of First Nations mentorship campaign via The Guardian
Google has launched the second phase of its First Nations mentorship campaign by 72andSunny, working in partnership with First Nations Australian-led creative consultancy Campfire X and The Guardian to share the mentorships stories of eight First Nations women.
The new work is part of the brand’s broader ‘helping you help others’ platform, which has been delivered across a number of campaigns that celebrate community helpfulness.
In the latest iteration of this message, Google showcases a range of mentor and mentee stories, reinforcing the transformative, positive change that can be created when people go out of their way to empower others.
Each of the mentors and mentees shares their stories, with the campaign speaking to the importance of First Nations women to their communities, and to each other.
The campaign consists of two bespoke ‘scene-setting’ articles produced by Campfire X and Google, as well as four multi-media articles on each pair of women.
By highlighting these stories of connection Google hopes to demonstrate the real way that First Nations women support and uplift each other, showing Australians how such acts of helpfulness can have a significant impact on the people and communities around them.
Aisling Finch, senior director of marketing for Google Australia, said: “Google’s mission has always been about universal access to information. ‘Universal’ means for everyone, so inclusion needs to be a part of everything we do, from developing our products to the stories we tell. In Australia we’re privileged to share country with the world’s oldest continuous living culture, and we have the responsibility to grow our understanding and elevate the incredible stories of First Nations Australians.
“We know these amazing First Nations women and their mentor and mentee stories will grow knowledge and inspire others into similar acts of community helpfulness. Collaborating with Campfire x has helped us to better understand the deep care and importance First Nations Australian communities place on sharing knowledge and investing this back into future generations.”
Co-founder and creative at Campfire X, Peter Kirk, said: “rich diversity in our communities that is not widely known. While First Nations athletes and music artists are unquestionably brilliant, there is more diversity than that in each and every community and it is important that Australia, and particularly the industries involved in advertising, storying and production of media, are aware of this and understand their responsibility beyond parity, beyond ticking a diversity box and beyond maintaining the same stories.”
“The Guardian, Campfire x and Google have collaborated to centre the stories of First Nations women who are doing incredible work in our communities. In everyday life, First Nations women are establishing mentor and mentee relationships that typify our cultural practice of guidance and ensure that all women can step into their matriarchal power.”
Justine O’Donnell, head of commercial content for The Guardian, added: “It is projects like these that embody the core values of what The Guardian stands for. Guardian Labs (The Guardian’s commercial content studio) prides itself on having genuine, purpose-led values which underpin our entire approach to working with our commercial partners. Our preference is to work with clients who have a similar purposeful philosophy and who, in turn, want to partner with an authentic and respected publisher. Collaborating with the team at Campfire x has been a truly enriching experience for the Guardian Labs team, one that allowed these inspiring First Nations women’s stories to be told in an authentic way, with their voice at the heart.”
Credits
Client: Google Australia
Creative Agency: Campfire x
Publisher: The Guardian
Media Agency: Futures Media Group
Research Insights: Pollinate
Director: Peter Kirk
Producer: Brad Cooke
Creative and Cultural consultant: Brad Cooke
Ass Producer: Tuneah Plumb
DOP: Brendan Blacklock
Production Company: Campfire x
Post Production: In the loupe Production Co.
Post Production Manager: Brendan O’Connell
Editors: Brendan O’Connell & Maisie Cohen
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