An evocative campaign for the Yes vote for constitutional recognition and a Voice to Parliament for Indigenous Australians.
Clemenger BBDO has launched ‘Yes Makes It Possible’ - an evocative campaign for the Yes vote for constitutional recognition and a Voice to Parliament for Indigenous Australians.
Clemenger was recently appointed to the Yes23 account after a highly competitive three-way pitch.
The brief the agency was given was to create clarity and take politics out of the equation; to focus on combatting misinformation in the media; and ultimately rally the country to vote yes on October 14 to give Indigenous Australians a voice.
The large scale integrated campaign is running across multiple channels including TV, outdoor, press, and social.
The TV commercial features a young Indigenous boy asking questions such as: “Will I grow up in a country that hears my voice?” and “Will I be healthy – and live as long as other Australians?”
It continues: “Will I get to go to a good school? And learn my people’s language? Will I be seen beyond the sports field? Recognised by the decision-makers of our country?”, with the tagline: Yes makes it possible.
The ad is set against a background of unique Australian imagery.
The TV commercial launched overnight with social and OOH airing today and radio on Wednesday. Regional press will back up the campaign from today.
Yes23 campaign director, Dean Parkin, thanked Clemenger BBDO for its contribution to the Yes campaign through the creation of this powerful and compelling TV commercial.
“This advertisement portrays hope and optimism that we can unite as a country and make Australia a better, fairer country through a successful Yes vote," he said.
“It epitomises what this referendum is all about - listening so we can lock-in a stronger future for Indigenous Australians in areas such as health, education and employment.”
Clemenger BBDO CEO, Dani Bassil, said this has been the most exceptional agency project I’ve been involved with in quite some time.
"It’s truly brought out the best of everyone at Clems and I am also very grateful to all our production partners for their support. Now we need Australians to vote yes and give our Indigenous communities a voice they deserve," she said.
"A huge thank you to the Yes23 team and the board for trusting us with this.”
The yes campaign resulted from the Uluru Statement From the Heart, which was a call by Aboriginal and Torres Strait Islander people for real and practical change in Australia by establishing a Voice in Australia’s 122 year-old constitution.
This came about at the 2017 First Nations National Constitutional Convention at Uluru, when Indigenous delegates from a cross section of Aboriginal and Torres Strait Islander peoples from around Australia came together and adopted the ‘Uluru Statement from the Heart’.
Credits:
Client: Yes23
Agency: Clemenger BBDO
