303 MullenLowe Perth and not for profit, Shooting Stars, are working to change the future for Aboriginal girls and woman. The campaign was co-created with program participants, their mentors and a host of local Aboriginal artists, designers and music producers. It also involved individuals, teams and agencies from throughout the WA industry, and aims to build broad community awareness about the robust, evidence-based program of inclusion and education undertaken by the Shooting Stars program.
The full campaign covers press, out of home, free-to-air TV, catch-up TV, cinema, radio, digital audio and online executions, which will be seen across WA thanks to Seven West Media, SBS, JCDecaux, Nova, Val Morgan. 303 MullenLowe and media agency, Initiative, were connected with Shooting Stars via the creative indsutries’ social purpose organisation, UnLtd. Both agencies immersed themselves in the program, spending time at its Narrogin site getting to know participants, mentors and the program’s elements.
303 MullenLowe executive creative director, Richard Berney, commented, “Shooting Stars empowers Aboriginal girls and women, so we worked together to develop a framework and then got out of the way and watched them make an amazing music track for their own campaign. They wrote, recorded, and sang their new song – and then some amazing WA creative mentors supported them to take their ideas to the next level. And when the girls heard it back… it was deadly. They were so proud, and so are we – this was a case of the process of creation being just as important as the campaign itself.”
Initially based around encouraging and enriching the school experiences of Aboriginal girls through netball, Shooting Stars now also aims to strengthen the confidence and cultural identity of girls and women through art, yarning circles, camps, health and wellbeing sessions plus mentoring.
303 MullenLowe strategy director Smiljka Dimitrijevic, stated, “Through this process, we began to understand more, to see things we didn’t see before, to connect more deeply. On returning from these visits, there was an overwhelming agreement that the experience was phenomenally inspiring, welcoming, enlightening and joyful and our campaign approach needed to reflect this. We loved having the opportunity to use the talents of the girls involved in Shooting Stars, and are grateful for the support of the broader WA industry to make that happen.”
Initiative’s investment partnerships manager, Ben McAuliffe, added, “This pro bono campaign has been the culmination of a variety of teams working together throughout the Perth Industry via UnLtd to give an amazing charity a media opportunity they would not otherwise have access to. Seeing this final result fills me with pride in the efforts that the entire team have put in to support such a worthy cause. I cannot thank all members involved enough for their commitment to see this passion point of mine come to fruition.”
Shooting Stars communications manager, Kelly Schulz, noted,: “Working with UnLtd, 303 and Initiative to bring our program to life in this campaign has been such a rewarding experience for our participants and their communities. To give them an opportunity to be seen and recognised by the wider public is not only great for them, but for anyone who doesn’t know about Shooting Stars. We empower our girls every day through the program, and now we hope the campaign will empower others to learn more about the work we’re doing throughout Western and South Australia.”
Credits:
UnLtd:
Director of Partnerships: Jade Harley
Account Director: Kate Holland
General Manager WA: Tia Brazier
303 MullenLowe:
Executive Creative Director: Richard Berney
Art Director & Creative Lead: Jake Ransom
Strategy Director: Smiljka Dimitrijevic
Copywriter: Zosia Kilpatrick
Producer: Jonathan Julius
Head of Art: Andrew Allingham
Head of Design: Alby Furfaro
Finished Art: Suzanne Whoston
Senior Designer: Madeleine De Pierres
Business Managers: Ashleigh Glenister & Renee Harris
Initiative:
Investment Partnerships manager: Ben McAuliffe
Communications Design Manager: Lauren Corner
Head of Partnerships: Brianna Wells
Direct Client Manager: Karen Bowler
Communications Design Associate Director: Molly Trumble
Head of Client Services: Steve Hare
Production Partners:
Artist: Jilalga Murray
Director: Luna Laure –
Director of Photography: Dave Le May
Video Post-production: Sandbox
Editor : Denzil Heeger
Animation Designers: Hannah Schultz & Drew Brockway
Photographer: Mauro Palmeri
Photography Assistant: Claudia Brazier
Nadia Duca: Makeup Artist
Stylist: Kaye Guthrie
Music Production and Composition Studio: Panda Candy
Music: Ian Berney, Glenn Sarangapany, Darren Reutens, Flewnt (Josh Eggington), Tani Walker, Andrew Beck & Brad Habib
Recording Studio: Soundbyte
Sound Studio: Cue Sound
Sound Engineer: Shaun Sandosham
