WeAre8 launches first Australian campaign as changemakers join cause

Following the app’s Australian launch last month, sustainable social media app WeAre8 has launched its first local campaign, also revealing a lineup of high-profile changemakers who have joined the platform.

According to WeAre8, the new Australian identities will bring a deep connection with their communities to the platform, sharing exclusive content and expertise with the view of bringing people together.

The lineup includes First Nations advocate, AFL icon and Australian of the Year, Adam Goodes; singer-songwriter Adrian Eagle; climate advisor and author Sarah Wilson, Māori artist Stan Walker, and dancer and The Wiggles member Tsehay Hawkins. Other high profile Australians are also set to join the platform in the coming weeks.

In the UK, the growing ensemble of WeAre8 supporters includes former Manchester United footballer Rio Ferdinand, English broadcaster Clare Balding and English Olympic diver Tom Daley.

WeAre8 Australia CEO, Lizzie Young said: “Technology and social media have divided us more than ever before. Algorithms control what we see, making our world smaller and more divided. It is not making us happier or more connected.

“WeAre8 is the antithesis of this. We are a platform that makes people feel valued, loved and reconnected with the world. The addition of our local change makers to the platform will help our ambitions to be the platform that unites people in support of the planet. They represent a unique alumni of voices that reflects the Australia of today, one that’s inclusive, authentic and openly wants to use our community to make the world a better place.”

The change maker announcement comes as WeAre8 has launched its first above the line marketing campaign in Australia. The campaign encourages Australians to trial a social media platform that is ‘free from hate, is good for the planet, can put money in their wallets and celebrates the good in life’.

Luke Robinson, WeAre8 Australia chief marketing officer said: “Creatively, our campaign is about demonstrating to people that they can now turn their idle social media time into action time and make real, tangible social impact.

“We are targeting an audience segment we call ‘Optimistic Change Champions’. They are those within our communities who want to do better for the greater good of the planet and people. It’s an audience segment that is inquisitive about the world, is mind-wide-open and wants to be part of the solution, not the problem.”

There are three key audiences that WeAre8 has identified within the ‘Optimistic Change Champions’ segment: parents who are worried about the world’s future for their children and the impacts of social media; university students who want to take a stand but don’t have an outlet aligned with their values; and content creators who want to be valued for the content they put on social media.

“Our first brand campaign will come to life across out of home, BVOD, YouTube, digital, audio streaming and radio and really aims to position WeAre8 as the do good, feel good social media platform,” added Robinson.

The campaign feature’s Adrian Eagle’s hip-hop and gospel anthem A.O.K (Acts of Kindness) in a campaign film directed by James Medlam of Clockwork Films.

“A.O.K is about being kind to self and others – with Acts of Kindness”, explained Eagle.

“This is a song I wanted to leave for the next generation to show that there is a remedy to improving your mental health, resilience and position. I needed a reminder to be more kind to myself. Others were kind to me and without those people’s kindness, I wouldn’t have the opportunity to live as I do. ‘We’re gonna be A.O.K’ is intended to be a true reminder of a positive mindset that can help us overcome many of life’s challenges and also a call to arms that if we support one another, we can do amazing things.

“The good vibes in the music I create aligns with everything that WeAre8 are about – ‘it’s all good on WeAre8’ and I’m so happy that my music can help to spread this message.”

Medlam added: “When I first heard about the WeAre8 platform, everything they stand for and their focus to bring back the social to social media, I was so excited to be involved. Led by the insanely talented Adrian Eagle, my vision was to showcase what WeAre8 stands for, a place to celebrate everyone, free from hate and a platform that actually gives back to the world.”

Sarah Wilson said: “We are all aching for a shake-up of the social media landscape. We feel trapped and duped by the algorithms that stoke snark and sadness, which do not reflect the humans we want to be.

“We want to do, be and connect better! I believe WeAre8 lands just as we have hit saturation point and I am beyond excited to be part of a team ambitiously providing a kinder, better way for us to connect and to be prodded into being more altruistic.”

Stan Walker said: “As my music and song writing evolve, I am always drawn to partners that will walk with me on the same journey and in the same spirit. WeAre8 represents to me an extraordinary opportunity to work with a partner that will help me amplify my “why”, which is this: All our tupuna, our ancestors, fought and died for us not just to exist, but for us to be outrageous, to be incredible, to be world changers! Anything that they did, we will do greater and better. It’s my job as a pāpā, as an uncle, that my ceiling will be our kids’ floor.”

On why she had joined the platform, Tsehay Hawkins said: “The Wiggles’ mission has always been to educate and inspire through music and dance – spreading joy and sharing messages of inclusivity and harmony to families all over the world. I’m so excited to be a creator on such an amazing platform like WeAre8 that puts all these great values at the forefront too. I’m looking forward to meeting and learning from all the different creators in the WeAre8 family as we build a community where positivity is celebrated.”

Adam Goodes, who joins the WeAre8 advisory board, added: “I am really excited to be sharing my lived experience with the WeAre8 Family. I love the vision of WeAre8 to celebrate what’s good in our world and show our 8Family the power of giving.”

Several major Australian brands became among the first to partner with the WeAre8 platform last month, prompting the Mumbrella team to take a closer look at the WeAre8 model, and what consumers can expect from the app, in a recent Mumbrellacast episode.


Chief Marketing Officer: Luke Robinson
Head of Creative: Ben Whitty
Head of Community & Content Strategy: Jessie Klass
Director: James Medlam, Clockwork Films
Producer: Steven Garrett, Clockwork Films


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