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.
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.