Shooting Stars – a not for profit organisation inspiring a sense of pride, belonging and a vision of a positive future for Aboriginal girls and women – has unveiled an inspiring new campaign via 303 MullenLowe Perth.
It was co-created in its entirety with program participants, their mentors and a host of local Aboriginal artists, designers and music producers. The campaign 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
Comprising press, out of home, free-to-air TV, catch-up TV, cinema, radio, digital audio and online executions, it will be seen across WA thanks to Seven West Media, SBS, JCDecaux, Nova, Val Morgan. Creative agency 303 MullenLowe and media agency Initiative were connected with Shooting Stars via social purpose organisation, UnLtd, which brings together media, marketing and creative industry and charities working with at-risk children and young people.
303 MullenLowe Executive Creative Director Richard Berney said while a range of industry experts and countless top-tier production partners in the industry were involved in coordinating, writing and recording the campaign, it was ultimately the girls involved in Shooting Stars that drove its creative direction.
“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.” said Berney.
303 MullenLowe Strategy Director Smiljka Dimitrijevic said in order to develop the right kinds of campaign strategy and media approach, both 303 MullenLowe and Initiative immersed themselves in the program, spending time at its Narrogin site getting to know participants, mentors and the program’s elements.
“Through this process, we began to understand more, to see things we didn’t see before, to connect more deeply.” said Dimitrijevic.
Initially based on 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.