WINANGALIListen Know Remember

Jagera CountryAcknowledgement

WINANGALIKamilaroi word meaningTo HearTo ListenTo KnowTo Remember

Postcards from the Edge

A regional perspective on the modern-day public relations professional

Big no moreInternet

Free Trade Agreements

International Holidays

Space Travel

Science and education

ControlNetwork News – Local News

Online shopping – Department Store

ATMs – Bank Tellers

Call Centres – Personal Service

Mass Media – Interpersonal Communication

New technologyFacebook – Friends

Twitter – #Discussions

Google it!

Skype – Keep in touch

Selfie – Instagram, Flickr, Pinterest

RSVP, eharmony, tinder, grindr

Media Consumers – Media Producers

Postcards from WHICH Edge

Geography is no longer the main descriptor in regional markets

Niche Market

Define your market

Find them

Know themListen to them

Speak to them

Engage them

Respect them

Clint EastwoodDirector

Actor

Producer

Composer

Republican

Former Mayor

Gran TorinoWalt Kowalski

Korean War Veteran

Widow

Angry and Alienated

Lor Family

Neighbours

Hmong Background

How do we do itCommunicating with Indigenous people

Non-engagement with systems Localised/word of mouth/relevance Community organisations key link Messages distanced as far as possible from Government More and better consultation Multi streamed communication approach

Consumer and Community Organisations Identifiable messages and imagery

Artwork not essential Recognisably Indigenous Speak to Me!

What existing research tells us

Digital SwitchoverThe transition from analog to digital transmission

The Challenge

Mildura Regional S/E South Australia & Broken Hill Regional Victoria Regional Eastern Queensland Southern NSW, ACT and MIA Northern NSW Remote WA Remote Central Eastern Australia Tasmania Brisbane Sydney Melbourne Adelaide Perth Darwin

KudosLead Agency

Ngara© NetworkLocal representation

Two way process

Execution

Ngara©

Dual-focused: Multi-regional Campaign

Refer to overarching campaign Consistent messages and imagery Iconographic tie-ins and visual mnemonics

Local Campaign What to do How to take action

The Line

Branding

Non-Indigenous

Indigenous

The Campaigns

8-14 National with remote emphasis School based 3 layers

Direct to children Parents, Guardians and Influencers Community Organisations and Intermediaries

4 x plays 4 x Lesson Plans 4 x Comics

Animations with Ernie Dingo v/o

Community Champions telling +ve relationship stories 2 x Jealousy Screenplays (m/f versions)

Lesson Plans How to make a movie

“Art & Poster” and “RAP 4 Respect” Competitions Legacy

Train the Trainer Films How to teach ART How to teach Acting How to teach RAP How to make Movies

12-18 National Social media based Facebook discussion Big day out Champions Based Didactic

Postcards from my perspectiveIt is no longer about geography: It’s all about relevance.