Reconciliation Australia launches 2024 theme with supporting campaign via Carbon Creative

Reconciliation Australia, the non-government, not-for-profit foundation, has launched the theme for National Reconciliation Week 2024, supported by a national campaign via Carbon Creative.

This week, May 27 – June 3, marks National Reconciliation Week – a time for Australians to learn about shared histories, cultures, and achievements, and to explore how they can contribute to achieving reconciliation in Australia.

This year’s theme, ‘Now More Than Ever’, acts as a reminder that the fight for the rights of Aboriginal and Torres Strait Islander peoples will, and must, continue.

The campaign prompts Aussies to stay engaged and connected, especially after the Voice to Parliament referendum.

“As the failed referendum showed, there is much more to be done to reconcile Australia. This isn’t and can’t just be about Aboriginal and Torres Strait Islander people but all Australians coming together this week and every week doing their bit, big or small,” said Birri and Guugu Yimidhirr man, Wayne Denning, owner and MD at Carbon Creative.

“Through education and truth telling, without blame or shame, we can move forward.”

The theme’s design and artwork signify advancing as one, encouraging connection and understanding with one another. Gubbi Gubbi artist Maggie Douglas created the work to push the momentum of moving forward.

“Reconciliation supporters must stand up to defend and uphold the rights of First Nations peoples. To call out racism wherever we encounter it, and to actively reinforce the voices of Aboriginal and Torres Strait Islander peoples across this continent,” Denning continued.

“There is so much to be gained for the whole of Australia, not just First Nations if we genuinely commit and take action towards reconciliation, in our daily lives.”

The campaign is live across TV, OOH, radio, online, social, and print.


Client: Reconciliation Australia
Chief executive officer: Karen Mundine
General manager, communications and engagement: Liz Willis

First Nations artist/illustrator: Maggie Douglas

Creative Agency: Carbon Creative
Managing director: Wayne Denning
General manager: Angela Hueppauff
Executive strategy director: Rebecca Blinco
Creative directors: Sandra Hind and Monique Kneepkens
Senior creative: Romain Gambetta
Account director: James Fewtrell
Production coordinator: Hannah French

Production: 3P Studio

Media agency: OMD


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