Vic Government unveils Deadly & Proud treaty campaign via Clems Melbourne

The Victorian Government has unveiled its new Deadly & Proud campaign, encouraging Victorians to be proud of Aboriginal cultures, resilience and communities in the lead up to treaty legislation entering state parliament.

The campaign was created by Clemenger BBDO Melbourne, and features traditional owners and Aboriginal Victorians sharing stories from regional Victoria to metro Melbourne.

Featured storytellers and advocates in Deadly & Proud are Archie Roach, Cienan Muir, Courtney Ugle, Aunty Edna Stewart, Aunty Fay Carter, Garey Foley, Jadah Pleiter, Uncle Jonny Lovett, Keisha Day, Kristy Dickinson and Marcus Stewart.

Also featured are Miranda Tapsell, Muriel Bamblett, Aunty Muriel Williams, Phillip ‘Philly’ Murray, Stephen Thorpe, Aunty Susan Martin, Tony Armstrong, Tracey Rigney, Trent Nelson and Tyson Lovett-Murray.

They share stories covering everything from ancient eels traps at Budj Bim to contemporary Aboriginal comic book culture, with each story filmed in the place where the storyteller has a unique connection to the land.

The map itself, available on the campaign website, was created by Aboriginal artists from organic materials found across Victoria. The Deadly & Proud campaign was filmed in majority before Voctira’s extended lockdown in 2020.

Treaty Branch executive director Elly Patira said Deadly & Proud represents a pivotal moment of transition in how we communicate Victoria’s path to treaty, and truth and justice.

“As more and more Victorians gain a deeper understanding of Victoria’s Aboriginal cultures and our state’s history, we can move forward from a simple conversation into pride and engagement with our local Aboriginal communities and our collective path to treaty.”

The campaign launches today and will roll out across TV, digital, social, OOH, PR and more.

Clemenger BBDO Melbourne creative director, Hilary Badger, added: “Many of us are more familiar with European cultures than our own Aboriginal cultures. This campaign is a chance for all Victorians to see Aboriginal cultures as something we can share.

“Our mutual history isn’t comfortable but the way forward is to start talking about it. And there are also so many contemporary stories to explore. To film them, on country, is one of the creative opportunities of a lifetime.”

Deadly & Proud follows 2018’s Deadly Questions campaign, which answered questions Victorians had about Aboriginal cultures.


Client: Department of Premier and Cabinet, Treaty Branch
Executive Director: Elly Patira
Director: Alexandra Krummel
Senior Manager Strategic Communications and Events: Drew Higgins
Senior Manager Strategic Communications and Events: Amy Rieve
Senior Communications Adviser: Alexandra Berriman
Senior Events and Partnerships Adviser: Stephanie Londsdale
Communications and Events Adviser: Emily Curran

Creative agency: Clemenger BBDO Melbourne

Production company: Flare
Post Production company: Finish
Director: Tony Briggs
DOP/Cinematographer: Murray Lui
Production Producer: Elizabeth Rocka
Photographer: Tiffany Garvie
Digi Op / Photographer: Daniel Mazzarella
Sound House: SqueakEClean
Casting: Damienne Pradier
Mural Artists: Lyn-Al Young, Robert Young
Media agency: MediaCom
PR agency: Porter Novelli


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