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Victorian Government Unveils New Campaign in Support of Treaty, Truth and Justice

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Clemenger BBDO Melbourne's 'Deadly & Proud' initiative encourages Victorians to be proud of Aboriginal cultures, resilience and communities

Victorian Government Unveils New Campaign in Support of Treaty, Truth and Justice

The Victorian Government has launched its latest campaign in support of Victoria’s path to treaty, and truth and justice. Created by Clemenger BBDO Melbourne, 'Deadly & Proud' follows the 'Deadly Questions' campaign that launched in 2018 in the lead-up to treaty legislation entering the Victorian Parliament.

Deadly Questions helped Victorians answer their questions about Aboriginal cultures and build connections. Deadly & Proud encourages Victorians to be proud of Aboriginal cultures, resilience and communities and Victoria’s path to treaty, truth and justice. Traditional owners and Aboriginal Victorians tell their stories of pride across regional Victoria and metro Melbourne. Stories cover everything from the ancient eels traps at Budj Bim to contemporary Aboriginal comic book culture. 

The majority of the stories were filmed before Victoria’s lockdown, and are mapped to the place where each storyteller has a unique connection to the land. The map itself was created by Aboriginal artists from organic materials found across Victoria, including water from the Murray River, sand from Squeaky Beach at Wilsons Promontory and charcoal from Lake Condah. 

The Deadly & Proud storytellers and advocates are Archie Roach, Cienan Muir, Courtney Ugle, Aunty Edna Stewart, Aunty Fay Carter, Garey Foley, Jadah Pleiter, Uncle Jonny Lovett, Keisha Day, Kristy Dickinson, Marcus Stewart, Miranda Tapsell, Muriel Bamblett, Aunty Muriel Williams, Phillip ‘Philly’ Murray, Stephen Thorpe, Aunty Susan Martin, Tony Armstrong, Tracey Rigney, Trent Nelson and Tyson Lovett-Murray. 

Treaty Branch executive director, Elly Patira, said: "'Deadly & Proud' represents a pivotal moment of transition in how we communicate Victoria’s path to treaty, and truth and justice. As more and more Victorians gain a deeper understanding of Victoria’s Aboriginal cultures and our state’s history, we can move forward from a simple conversation into pride and engagement with our local Aboriginal communities and our collective path to treaty.” 

“Many of us are more familiar with European cultures than the our own Aboriginal cultures." added Clemenger BBDO Melbourne creative director, Hilary Badger. "This campaign is a chance for all Victorians to see Aboriginal cultures as something we can share. Our mutual history isn’t comfortable but the way forward is to start talking about it. And there are also so many contemporary stories to explore. To film them, on country, is one of the creative opportunities of a lifetime.” 

The campaign launches today, with assets available in a few weeks time, running across TV, digital, social, OOH, PR and more. 

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Client: Department of Premier and Cabinet, Treaty Branch

Executive Director: Elly Patira

Director: Alexandra Krummel

Senior Manager Strategic Communications and Events: Drew Higgins

Senior Manager Strategic Communications and Events: Amy Rieve

Senior Communications Adviser: Alexandra Berriman

Senior Events and Partnerships Adviser: Stephanie Londsdale

Communications and Events Adviser: Emily Curran


Creative agency: Clemenger BBDO Melbourne


Production company: Flare

Post Production company: Finish

Director: Tony Briggs

DOP/Cinematographer: Murray Lui

Production Producer: Elizabeth Rocka

Photographer: Tiffany Garvie

Digi Op / Photographer: Daniel Mazzarella

Sound House: SqueakEClean

Casting: Damienne Pradier

Mural Artists: Lyn-Al Young, Robert Young


Media agency: MediaCom


PR agency: Porter Novelli

Clemenger BBDO Melbourne, Mon, 08 Feb 2021 10:02:38 GMT