NADC Youth Campaign
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Content
Re-engaging young people with Australia Day, on their terms.
National Australia Day Council
3 months
Young people in Australia seem to be faced with a choice around our national day. Either celebrate like their parents, or stand against the date. Both of which carry their own complexities. As a result, many choose to simply disengage altogether - and the National Australia Day Council were seeing the effects.
This was a tricky problem to tackle, and it was taken on with sensitivity. The campaign revolved around the idea that young people should be able to engage with Australia Day in their own way, that it was up to them to define what it meant to "do something Australian" - whether this meant a BBQ, multicultural festival, a protest, or anything else that makes up part of our melting pot society. A landing page was created, as well as 130+ pieces of content, ranging from influencer reels to memes and written articles. This was disseminated via a carefully crafted media campaign to utilise nudge theory, dripfeeding one piece at a time until young Aussies eventually landed at the site. As a result, the NADC saw a 20pt lift in engagement for the year - a massive improvement.
