The Uniting Church NSW/ACT launches Yes campaign
THE CHALLENGE
In a referendum that has consumed the national discourse, the Uniting Church of Australia looked to cement their “Yes” stance in the public eye. And in a first for the organisation, the Uniting Church Synod of NSW and ACT approached the other organisations in the Uniting Church family, including Uniting, Wesley Mission, Wayside Chapel, Rev. Bill Crews Foundation, and Uniting World, in order to form a united front on the most significant constitutional decision in Australia for decades.
…it hits the nail on the head; a great blend of logic and passion.
Jo Maloney
Media and Public Affairs Consultant at UCA NSW/ACT
WHAT WE DID
For the Uniting Church, this is not a political issue but a humanitarian issue. This position shaped the creative to revolve around people, voices, and listening. The messaging for the campaign had to cover three core rationales: the acceptance of fault in the harm and division between First Nations people and all others in Australia, the recognition that the work of these organisations requires deeper listening from First Nations peoples, and why they are united in their support for a “Yes” vote. We invited representatives from all organisations, both First Nations and others, to speak candidly to camera on their experience with programs to support indigenous Australians and why they felt the Voice to Parliament would improve the outcomes of their work. The delivery of the message is restrained and uncomplicated, focussing only on the participant’s voices forming a dialogue predicated on listening. The hero video is complemented by a series of captioned stills reinforcing the core rationales.
- Strategy
- Creative Direction
- Scriptwriting
- Film and Sound
- Post-production
- Graphics
- Sound Design and Mix
Wasn’t that an uplifting video? A big shout out. And that is precisely what October 14 is about.
The Hon. Anthony Albanese (Albo)
Prime Minister of Australia
Let me acknowledge Simon, Mata and all the wonderful people involved in the Uniting Church and in that amazing video that we saw.
THE RESULTS
We launched the campaign on a very special Sunday at the Rev. Bill Crews Foundation, privileged to have the Prime Minister, the Hon. Anthony Albanese, Senator the Hon. Malarndirri McCarthy, and Julian Leeser MP there to help us launch the campaign, and further emphasising the political bipartisanship on this humanitarian issue. Together the Ashfield locals in-need came together, listened and were inspired by the messages in the campaign hero piece, all while relishing in an Aussie BBQ with the Uniting Church family and the PM.
Participants included:
- Rev. Jon Owen, CEO, Wayside Chapel
- Rev. Bill Crews, CEO, Exodus Foundation
- Rev. Stu Cameron, CEO and Superintendent, Wesley Mission
- Rev. Simon Hansford, former Moderator, Uniting Church NSW & ACT Synod
- Auntie Anne Dennis, Councillor, NSW Aboriginal Lands Council
- Jade Ritchie, Spokesperson, Yes23 Campaign
- Nathan Tyson, Director of First Peoples Strategy and Engagement, Uniting Church NSW & ACT Synod
- Tracey Burton, CEO, Uniting NSW/ACT
- Dr Sureka Goringe, National Director, Uniting World