Local rapper Nooky fronts Aus Government’s bespoke First Nations ‘Turn Up Respect’ campaign
As part of the Australian Government’s ‘Stop It At The Start’ campaign, Carbon Creative has launched new creative featuring ‘We Are Warriors’ founder, rapper, and producer, Nooky, to combat online disrespect.
The bespoke First Nations campaign encourages Indigenous peoples to ‘Turn Up Respect’ and silence the influence of powerful, new social media creators that are targeting young people and fuelling disrespect towards women and girls.
The ‘Stop It At The Start’ campaign aims to prevent gender-based violence by encouraging adults to reflect on their attitudes and asks them to have conversations about respect with younger people – especially teenagers.
It came after research found 25% of Australian teenage boys look up to social media personalities who perpetuate harmful gender stereotypes and condone violence against women.
Carbon Creative worked closely with Nooky to create culturally relevant resources for First Nations communities, including bespoke videos, social tiles, fact sheets, and posters. An animated video, narrated by Nooky, shows First Nations parents and carers what young people might see online and how that could negatively influence their behaviour.
It has also produced a 23-minute documentary-style video, showcasing some family violence prevention programs that are making significant impacts in Indigenous communities. The hero film shows how these programs are teaching respect in their communities, supporting women, and empowering young people to learn about respectful relationships.
“Whilst we understand that there is still so much to be done, and is being done, to address domestic and family violence, in this video, our aim is to acknowledge the amazing prevention work that is currently underway within First Nations communities, while also taking the opportunity to keep mob abreast of the new challenges that our young people face in terms of online abuse and disrespect,” says Wayne Denning, managing director at Carbon Creative.
Nooky said young people learn from the adults around them, but these days they’re increasingly exposed to a new breed of power, online voices, that can be bad.
“These platforms directly target our kids, and they’ve become an echo chamber for toxic attitudes to grow.
“If our kids keep seeing and hearing sexist and disrespectful content, it can warp their views on how women and girls should be treated. As a musician, I’m encouraging mob to come together to turn down the volume on these negative voices, and instead turn up the volume on respect.”
The campaign is also using an artwork by Jasmine Craciun, a proud Barkindji, Malyangapa woman from Newcastle, that tells the story of ‘Turn Up Respect’. It represents hardness and softness coming together, showing how care and support can help stop violence against women at the start.
Explaining the inspiration of the artwork, Craciun said: “The overlapping shapes represent abstract figures reaching out offering support. The figures are like windows, looking through the bright overtones to a darker layer beneath, reminiscent of peering behind the layers of a digital screen.
“The texture represents the pixels or noise within a screen, acknowledging the new threat coming from the online world, whilst the circle and line pattern shows love and softness. The base layer is sharp and grungy, with the top layer softening the harshness - together telling the story of overcoming negative influences and violence.”
Credits:
Client: Australian Government
Agency: Carbon Creative*
Managing Director and First Nations Consultant: Wayne Denning
Co-Creative Directors: Sandra Hind & Monique Kneepkens
Director: Charlie Fergusson
Art Director: Monique Kneepkens
Copywriter: Sandra Hind
Strategist: Rebecca Blinco
Group Account Director: Michele O’Sullivan
Senior Account Director: Ivana Dulovic
Producer: Angela Hueppauff
Illustrator: Dean McGrath
Post Production: 3P Studio
First Nations Artist: Jasmine Craciun
*Paid advertising campaign, The Hidden Trends of Disrespect created by BMF
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
topics
Australian Government
Carbon Creative
First Nations
First Nations Peoples
Indigenous
Indigenous communities
Jasmine Craciun
Nooky
Stop It At The Start
Turn Up Respect
Have your say