Young Luv: Empowering Young Aboriginal Women Through Culture, Connection and Digital Campaigning

Equality Institute partnered with Djirra to co-design and deliver the launch campaign for Young Luv – a program and Instagram account created for young Aboriginal women to prevent violence against women and girls, and to celebrate personal and cultural strength.

The campaign aimed to build a vibrant, supportive online community that speaks directly to Aboriginal girls aged 15–18 in Victoria, while also resonating nationally. Through close collaboration, we developed a bold, culturally grounded visual identity and created tailored Instagram content to support connection, education, and empowerment.

The Challenge

Young Aboriginal women deserve access to culturally relevant, age-appropriate, and safe spaces – both online and offline – to connect, learn, and build strength. However, there are limited digital platforms that centre Aboriginal girls’ voices and experiences, particularly around issues like violence against women and girls, emotional wellbeing, and community care. The goal was to create a campaign that could educate and inspire, without preaching – meeting young people where they’re at, with authenticity, respect, and a deep understanding of community.

The Solution

Working hand-in-hand with Djirra, we co-created a social media strategy and campaign that aligned with the values and voice of Young Luv. We designed a custom visual identity and curated a series of feed and story posts based on the Young Luv workshop content. This included: 

• Educational carousels on gaslighting, emotional abuse, and relationship red flags 

• Affirming and inspirational posts on self-love, personal growth, and cultural pride 

• Community features celebrating Young Aunties and intergenerational strength 

The tone and visuals were Gen Z–friendly, but grounded and community-focused – prioritising realness, relatability, and connection over polish. 

The Impact

The campaign helped establish the Young Luv Instagram account as a trusted space for young Aboriginal women to explore their identities, connect with culture, and access vital knowledge about relationships and safety. The content offered practical tools for recognising harmful behaviours, alongside uplifting messages that celebrated Aboriginal girlhood and collective strength. 

By positioning the campaign as a support network and source of inspiration, the work contributed to a wider movement: empowering the next generation of matriarchs, nurturing resilience, and making space for conversations that matter. 

Follow the campaign: @djirra.youngluv