SYDNEY: GenerationOne, an initiative by billionaire businessman Andrew Forrest to help tackle indigenous disadvantage, is launching tonight with a multimedia campaign created by George Patterson Y&R.
The national television, print and online campaign highlights disparities in education, housing and employment levels between indigenous and non-indigenous Australians.
George Patterson Y&R managing director Phil McDonald said: “The campaign is designed to get all Australians and corporate Australian's thinking about this issue and change it.
"Creatively we wanted to confront people with the disparity between indigenous and non-indigenous Australians and the best way is to confront people with statistics. As we did research we saw the alarming nature of the statistics and you can't argue with them. At the end of the day the truth is the best way to confront people.”
GenerationOne has attracted a number of high profile supporters, including Kerry Stokes, James Packer, the Lowy family and Lindsay Fox in addition to Westpac and NAB, all of whom have guaranteed 50,000 places for indigenous Australians in their workforces.
GPY&R is also providing a 12 month scholarship for candidates will work in companies across the group.
Mitchell & Partners booked the media for the campaign.
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