2022-2024 - R/GA in partnership with indigenous rapper & activist, nooky
Indigenous youth make up 6% of the Australian population, yet they account for 49% of juvenile detainees. Compared to non-Indigenous youth they are:
- Twice as likely to experience high levels of psychological distress
- Three times more likely to suicide
- 70% more likely to experience discrimination
We Are Warriors (WAW) is a social enterprise designed to have a positive and lasting impact on Indigenous youth by showing them examples of Indigenous excellence - through a digital platform, content, events and workshops. WAW’s purpose is to help Indigenous kids see it, so they can be it.
----------------------------------------------------------------
THE CONTEXT:
WAW pitched for and won a contract with the City of Sydney to curate the 9pm New Year’s Eve fireworks in Darling Harbour, Sydney. During the process, the Voice to Parliament vote took place, and the devastating decision was made to say “No”.
THE CHALLENGE:
How can WAW curate a show dedicated to Indigenous excellence on the back end of such a devastating decision? How can we send a message of support to the Indigenous community?
THE TRUTH:
The Indigenous community have a deep connection to nature and the rural land. Being “on-country” affirms identity. But it’s challenging to feel that connection in metro, colonised spaces.
THE STRATEGY:Tell a story that reconnects the metro colonised land to Indigenous identity, by heroing a historical figure and connecting them to present day identity, people and culture. Because being confident and celebratory of identity means never being “off-country”. Even in the concrete confines of Darling Harbour, Sydney.
THE IDEA:
The 23/24 9pm New Year’s Eve fireworks show was centred around the story of the original Aboriginal Warrior, Pemulwuy alongside a list of fifteen other role models from the Indigenous community of today; including Cathy Freeman, The Kid Laroi, Patty Mills, Eddie Mabo, Ash Barty and Adam Goodes. Indigenous artist Janelle Burger illustrated these role models and, as part of the show, WAW projected their images onto the Harbour Bridge pylons.
An additional page on the WAW website, wearewarriors.com.au/forthethree, only accessed by a QR code. This page allowed visitors to create and share a message with other Indigenous Australians. This message, designed specifically for the Indigenous 3% of the population said "You are seen, you are heard, you are loved. We are Warriors.” recorded and personalised by Nooky himself.
THE OUTCOME:
Increased web traffic by 5500%.
