The goal was to create a range of video assets that leveraged storytelling to connect emotionally with the viewer and make complex topics more accessible, leading to a deeper understanding and meaningful change.
We worked with Arrilla and the KPMG team to create a series of videos including an informative campaign video on the Voice to Parliament to demystify its meaning and assist people in making more informed voting decisions.
Additionally, we developed video assets to promote Arrilla's Cultural Safety workshops and provide facilitators with engaging content for their sessions.
At it's core this project was about taking complex and sensitive subject matter and using video to communicate these messages in an engaging and impactful way. Storytelling would be at the heart of the project, making difficult content accessible and digestible for Arrilla's clients, community and market.
To give authority to the messaging the videos would feature pieces-to-camera by Arrilla CEO, Shelley Reys, as well as an emotive narrative that featured First Nations talent.
While Arrilla were the subject matter experts, it was important that our production team were the experts in the cultural safety of the talent.
This project was the perfect candidate for our Safe Storytelling approach to ensure everyone on set were kept safe when dealing with sensitive subject matters and complex material.
During the post-production stage the content was carefully crafted and edited to achieve an emotional connection with the audience, helping the viewer to understand what cultural safety is, and be able to understand what it is like to walk in the shoes of Aboriginal and Torres Strait Islander people.
For the promotional videos, on screen text enhanced the emotive visuals to add nuance to the messaging and drive meaningful impact.
It was a joy working with Shelley and the Arrilla & KPMG teams to create these powerful pieces of content, and we were honoured to be trusted with these complex topics.
The Voice to Parliament video was the most shared and viewed video in LinkedIn Australia's history on the first 5 days of it release. It was also used by Shelley at keynote addresses and functioned as a standalone piece of educational content that was shared far and wide during the Voice to Parliament campaign.
The Cultural Safety videos have been highly effective in educating Arrilla's clients, the broader market, and the community about the experiences of First Nations people in the workplace.
The videos used by facilitators during workshops create a platform for deeper and more nuanced discussions with workshop participants. As a result, participants gain a profound understanding of what Cultural Safety truly means and begin to reflect on their own actions and experiences. The videos serve as a catalyst for meaningful change and have lasting impact on the viewer.
