NRMA Insurance to increase support of First Nations media with new NITV partnership
NRMA Insurance has announced a landmark partnership with NITV, in support of the Beyond 3% initiative, aiming to improve First Nations storytelling in broadcast media.
The brand has committed 3% of its broadcast media spend to First Nations media over the next year, marking the largest advertising investment by a single brand in NITV (National Indigenous Television, which is part of the SBS network).
Planned and bought via Initiative, the Beyond 3% initiative seeks to improve First Nations representation and storytelling.
Peter Noble, proud Bandjin and Girramay man, and general manager of NITV, said this is a huge and important moment for the broadcaster.
“This partnership represents a substantial investment in NITV which supports our ability to invest more in creating First Nations stories,” he said.
“NRMA Insurance is leading the way, both in terms of lifting its investment in First Nations media and also in developing creative that drives conversations around Place and Country, and the importance of all Australians in understanding the Traditional Custodians of the lands we live across the continent.”
NITV will create a short-form content series profiling the First Nations artists behind NRMA Insurance’s existing billboard campaign, including Kamilaroi and Jerrinja woman Jasmine Sarin.
Kamilaroi and Jerrinja artist, Jasmine Sarin
Sarin said the content series is an incredible opportunity.
“I am so proud to be able to use my artwork as both a reminder and a conversation starter about First Nations recognition and our unceded and deep-rooted connection to country.”
NRMA Insurance’s CEO, Julie Batch, said: “In 2013, through our parent company IAG, we were the first major insurer to introduce a Reconciliation Action Plan and we’re immensely proud to partner with NITV and other First Nations media.
“Through our partnership with NITV, we want to help build cultural understanding and connection through powerful storytelling and we look forward to working with NITV to bring these important stories to life.”
In addition, NRMA Insurance has committed to investing in other First Nations media and artists, as well as continue its partnership with the Boomalli Aboriginal Artists Co-Op, which commenced in 2017.
“By increasing our investment in First Nations media we can help contribute to the strength of this sector and support the next generation of Indigenous talent in the Australian media industry,” Batch concluded.
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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.
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