The primary audience of the campaign was young Aboriginal women, aged 15-18 years old, based in Victoria, while also speaking to young Aboriginal women across Australia.
We worked in close collaboration with the team at Djirra to design a visual identity and Instagram campaign, as well as create content for their feed and stories, primarily based on their Young Luv workshop content and speaking to a range of content pillars. This included educational carousel posts on topics such as gaslighting, healthy and unhealthy relationships, gender-based violence and emotional abuse, alongside inspirational posts on topics like self-love and personal and cultural strength, and community-based posts celebrating Young Aunties.
- Ultimately the campaign was designed to speak to a Gen Z audience, while being down to earth and community-focused, prioritising opportunities for connection.
The campaign aimed to empower the next generation of matriarchs; support young Aboriginal women in connecting with oneself, their culture and communities; provide a support network to learn from and go to for advice; and educate and engage young Aboriginal women to better understand violence against women and how to identify unhealthy relationships and controlling behaviours.