The GenerationOne TVC is a very powerful piece of communication, a most graphic, direct, effective way of expressing exactly what’s meant when we talk about ‘the gap’ between Indigenous and non-Indigenous Australians.


GenerationOne TVC - it worked on me

This is a very complicated, multi-layered issue, and I don’t know enough about the campaign or the circumstances surrounding the campaign to have a fully formed opinion, so this is just a first impression…

It seems this campaign can be traced back to 2008 when Andrew Forrest launched the Australian Employment Covenant to find 50,000 jobs for Aboriginal Australians. The GFC hitting later that year put a slight brake on activity, but now Forrest is back with support from Kerry Stokes, James Packer and Lindsay Fox. Apparently they’ve pitched in around $2 million each.

The ad itself has been shot by Cannes Caméra d’Or winning Samson and Delilah director Warwick Thornton. Nuff said.

I’m moved and impressed by the impact of the ad itself, and also by the vibrant GenerationOne website.

I also can’t help feeling this is something of an indictment on recent governments on both sides of politics who have been so conspicuously upstaged by a bunch of (admittedly rich, well connected, entrepreneurial) blokes armed with $8 million. (There is a whole other post – or possibly a PhD – to be written one day about they way committees kill creativity.)

As always with ambitious social initiatives, the question is: can this energetic start be sustained long enough to make a difference? The fact that this project has already lasted two years and the GFC is a promising sign.

If I find a way to help, I’ll mention it here.

About Jonathan Smith

Turning strategy into reality
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1 Response to GenerationOne

  1. mark nold says:

    This is a great initiative and facinating that industry is trying to do something practical about the issue.

    Indigenous unemployement is very relevant to WA and the mining industry since we have a 3.8% Indigenous population, (compared to 2.5% for Australia as a whole), 44% live in regional WA and 18% don’t have jobs (compared to 5.2% for Australia as a whole).

    What is the end result, other than a nice smiley stamp on CSR? Australia would be $8.3 B better off if the gap between Aboriginals and the rest of Australia is closed.

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