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TVC for Reconciliation
[Mon 31/05/2010 09:47:13]
SYDNEY: It’s been 10 years since more than 300,000 people crossed the SydneyHarbourBridge in support of reconciliation between Indigenous and non-Indigenous Australians. There’s been a lot of talk, and an official apology. Now it’s time to turn words into actions.
Droga5 today launches a 60-second TVC for Reconciliation Australia calling on all Australians to register their support for reconciliation at www.unfinishedoz.com.au
The TVC shows a cast of famous Australians – including Jack Thompson, Ernie Dingo, Paul McDermott, Marcia Hines, Andrew Denton, Wendell Sailor, Neil Perry, George Negus and Johnathan Thurston – whose eyes interchange with each other’s in celebration of our similarities and differences.
“I think Jimmy Little's ultimatum at the end of the ad says it all: "Let's finish what we started". Reconciliation has come a long way, but clearly there's still a lot to do, and this campaign is a clear acknowledgement of the challenge ahead,” says David Nobay, Creative Chairman at Droga5.
“On a personal note, I like to say a huge thank you to Tim Gibbs and the guys at Resolution, The Editors and Nylon Studios for taking a simple idea and taking it somewhere special," says Nobay.
At www.unfinishedoz.com.au, Australians are encouraged to register their support and re-connect into their fellow countrymen, by naming “one Australian thing they can’t live without”. The resultant mapping is tangible evidence of how much we share as a wider community, as much as how diverse and culturally rich we are as a nation. Answers will be matched up to similar responses using data analytics, joining the dots and pixels to reflect a genuinely unified nation of free thinkers.
Symbolically, the campaign reminds us that reconciliation is not about the past – true reconciliation is about moving forward. Tangibly, ‘UnfinishedOz’ also invites Australians to get involved in closing the gap between Indigenous and non-indigenous Australians in small or large ways via Cultural Awareness and Education programs, mentoring and volunteering.
“UnfinishedOz asks us to respect our differences, celebrate our diversity and defend our common interests so we can look at things through fresh eyes. Reconciliation Australia is lucky to have the support of some well-known Australians, and we’re grateful they gave up their time to take part in this campaign,” says Karen Mundine, Communications Director at Reconciliation Australia.
“The support from David Nobay and the team at Droga5 has been invaluable, and they have all done a fantastic job creating this campaign to mark the 10th anniversary of the Bridge Walks for Reconciliation using highly creative techniques to encourage Australians to recommit to reconciliation,” she says.
Reconciliation Australia recognises that an increasing number of Australians are taking action towards reconciliation – yet there remains more work to be done. Established in 2000, it is the peak national organisation building reconciliation between Indigenous and non-Indigenous Australians for the wellbeing of the Australian nation. It promotes respect for the special place, culture, rights and contribution of Aboriginal and Torres Strait Islander peoples.
‘UnfinishedOz’ rolls out on television, cinema, newspapers, radio and online, and includes a strong social media component. Reconciliation Australia’s corporate and government partners – including Foxtel, Qantas, Commonwealth Bank – will encourage staff and customers to support the campaign; and celebrities will Tweet about the campaign’s launch in a bid to get more than 600,000 Australians on board over the next year.
Droga5’s first campaign for Reconciliation Australia marks the start of National Reconciliation Week, which runs from 27 May – 3 June.