Reconciliation Australia challenges Australia to ‘Be Brave. Make Change.’ in new National Reconciliation Week campaign via Carbon Creative

Reconciliation Australia has launched National Reconciliation Week 2022 today, Friday, 27 May (running through to 3 June) with the theme ‘Be brave. Make change.’

The theme and campaign, developed by social change creative agency Carbon Creative in collaboration with emerging Torres Strait Visual Artist Tori-Jay Mordey, challenges all Australians—individuals, families, communities, organisations, and governments — to stand up, be brave, and help tackle the unfinished business of reconciliation. Bidjara and Māori (Ngāti Porou and Te Arawa) actor, Deborah Mailman, lends her voice to the TVC and radio.

Says Karen Mundine, proud Bundjalung woman, CEO of Reconciliation Australia: “This year we want to remind Australia that reconciliation is everyone’s business, and not just during National Reconciliation Week, but every day, every week, of every year. Our 2022 theme reminds us that the real work of reconciliation happens in our everyday actions and interactions – how we carry ourselves and our relationships with the people and places around us.”

Wayne Denning, proud Birri and Guugu Yimidhirr man, managing director of Carbon Creative explains: “Our goal with this campaign was to create a positive and inspiring campaign that can spur everyone to take action during National Reconciliation Week and every day beyond. It’s a visual reminder that reconciliation is everybody’s business.”

Says Mordey: “Working on this project was a huge honour for me as a Torres Strait artist, helping to push the narrative of National Reconciliation Week, Be Brave, Make Change.

“It’s important to keep these discussions alive and to strive for a better future, to encourage genuine connection and push for equality and equity. We can make a change. But we can’t do it alone. Be brave, and start the conversation today.”

A national media campaign to support National Reconciliation Week launched on Monday, 23 May across TV, BVOD, radio, online, social, outdoor, and print via OMD.

For more information on National Reconciliation Week 2022, visit: https://nrw.reconciliation.org.au/

Client: Reconciliation Australia
Chief Executive Officer, Karen Mundine
Communications and Engagement Manager, Liz Willis

Visual artist: Tori-Jay Mordey

Creative agency: Carbon Creative
Managing Director: Wayne Denning
General Manager: Angela Hueppauff
Executive Strategy Director: Rebecca Blinco
Creative Directors: Monique Kneepkens and Sandra Hind
Typography: Lizzy Anderson
Graphic Design: Lizzy Anderson & Dean McGrath
Copywriter: Sandra Hind
Group Account Director: Michele O’Sullivan
Account Director: James Fewtrell

Production: 3P Studio
Managing Director: Haley McDonald
Animation Creative Lead: Gwyn Dixon
Animators: Gwyn Dixon, Samuel Duffy and Ben Drake
Sound Design: Wiaan Van Der Westhuizen and Stewart Whitely
Online Editor: Georgia Mackay
Post Producer: Kylie Taylor

Original music composition: Raf Mikolajczyk, Jarsonic

Media agency: OMD