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Outdoor
Shooting Stars: Shooting Stars
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Shooting Stars – a not for profit organisation inspiring a sense of pride, belonging and a vision of a positive future for Aboriginal girls and women – has unveiled an inspiring new campaign via 303 MullenLowe Perth. It was co-created in its entirety with program participants, their mentors and a host of local Aboriginal artists, designers and music producers. The campaign also involved individuals, teams and agencies from throughout the WA industry, and aims to build broad community awareness about the robust, evidence-based program of inclusion and education undertaken by the Shooting Stars program.
Comprising press, out of home, free-to-air TV, catch-up TV, cinema, radio, digital audio and online executions, it will be seen across WA thanks to Seven West Media, SBS, JCDecaux, Nova, Val Morgan. Creative agency 303 MullenLowe and media agency Initiative were connected with Shooting Stars via social purpose organisation, UnLtd, which brings together media, marketing and creative industry and charities working with at-risk children and young people. 303 MullenLowe Executive Creative Director Richard Berney said while a range of industry experts and countless top-tier production partners in the industry were involved in coordinating the campaign, it was ultimately the girls involved in Shooting Stars that drove its creative direction: “Shooting Stars empowers Aboriginal girls and women, so we worked together to develop a framework and then got out of the way and watched them make an amazing music track for their own campaign. They wrote, recorded, and sang their new song - and then some amazing WA creative mentors supported them to take their ideas to the next level. And when the girls heard it back… it was deadly! They were so proud, and so are we - this was a case of the process of creation being just as important as the campaign itself,” he said.
Initiative (Media): |
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