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WAW: NYE TAKE OVER

R/GA PROJECT
WAW: NYE TAKE OVER by R/GA

credits

Title
  • WAW: NYE TAKE OVER
Entrant
  • R/GA

About This Project

Summary

In 2023, Indigenous Australians felt rejected by society following the ‘No’ outcome of the referendum on the right to a voice in parliament. In a display of unwavering support for First Nations people, and with the world's eyes on Sydney for the New Year’s Eve fireworks, We Are Warriors (WAW) sent a message of love and hope to those who needed it most.

Goals & Objectives

With 1.5m attending and 425m viewers globally, we seized the moment to shine Australia’s brightest spotlight on Blak excellence and send a message of love to Indigenous Australians.

Results & Impact

The campaign monopolised print, radio and television with founder Nooky being interviewed across the likes of Sky TV, ABC Breakfast, The Australian and Esquire. Meanwhile, we saw a 13m+ website impressions and a 5,550% increase in website traffic on the WAW website.