National Reconciliation Week 2023 & 2024

About This Project

Summary

National Reconciliation Week is intended to celebrate First Nations history and culture in Australia and foster reconciliation discussion and activities. Carbon Creative developed an NRW theme in two drastically different years — 2023 in the months before a referendum on whether or not Australia should have an Indigenous Voice to Parliament to spur supporters on, and 2024 after the referendum was sadly lost to encourage supporters to have the strength to rally and continue to fight.

Goals & Objectives

• Increase awareness, and involvement in, National Reconciliation Week • In 2023, reinforce to ‘yes’ referendum supporters (and the undecided) that their vote would support and empower generations of First Nations people • In 2024, rally reconciliation supporters after a bruising referendum loss

Results & Impact

2023 highlights: Media value was 13 X the actual spend (spend = $188,375; value = $2,612,291). Commercial in-kind partnerships was unprecedented, with support from News Corp, TransDev, Woolworths, Big W, Qantas, Virgin etc providing millions Website visits up 24% NB:2024 report to be generated