The brief.

The Youth Involvement Council is a not-for-profit organisation within the Pilbara region, located 1800 kilometres north of Perth. The organisation runs targeted programs to assist the unsupported collective of youth in the Hedland area, providing them with an inclusive and safe environment while encouraging them to create meaningful pathways of their own.

For this brief, we worked with the Youth Involvement Council to develop a campaign strategy that would encourage the industries and employees within their region to support the YIC organisation. The project required that our approach should be sensitive towards the privacy of youth within the organisation, and it required that the campaign conveyed to the region industries the importance of the vital work that YIC do within the community.

The solution.

What was developed is a new awareness campaign called ‘Give Life Back to the Land’. The campaign uses an empathetic approach to target region mining industry employees, encouraging them to realise and take responsibility for the damage they have done by mining sacred indigenous land. It highlights the damage that the industry has caused emotionally and economically, urging this audience to realise their impact to inspire meaningful engagement through supporting the Youth Involvement Council and the community. The campaign features a stat and business-driven infographic, a compelling poster series, an informative website, a new email marketing service, and a social media revamp that can distribute key messages and elements of the campaign.