The Advertising Council Australia has launched its inaugural Reflect Reconciliation Action Plan (RAP), an industry first.
The plan, formally endorsed by Reconciliation Australia, encourages members of the advertising council to create their own.
“This launch is significant because we believe it is a missed opportunity that an industry built on the power of creativity has not yet embraced the oldest, most creative, artistic, storytelling culture on this planet," says Laura Aldington, chair of ACA’s RAP Committee, ACA board member and CEO of Host Havas.
"It’s an injustice we’re excited to take steps towards addressing.”
The plan journey began when the advertising council consulted with Peter Kirk, a Jerrinja man well acquainted with the advertising industry.
He pointed out the lack of Aboriginal and Torres Strait Islander people employed in the industry.
Kirk played an important role in the development of the AWARD School Indigenous Scholarship program launched in 2018.
Six scholars have graduated since, with another five scholarships granted in AWARD School 2021.
Kirk then helped the advertising council form an industry committee and continues to advise as Indigenous Consultant.
“Storytelling and the arts have forever been an integral part of Aboriginal and Torres Strait Islander cultures - stories passed down to younger generations in the form of paintings, dance and yarning carry history, inspiration and knowledge through the voices of Elders,” he says.
“The advertising industry is also built on the craft of storytelling and the arts. It makes perfect sense that, where possible, the industry connects deeper with Aboriginal and Torres Strait Islander people. This in turn creates a greater sharing of knowledge and practices.”
Advertising council CEO Tony Hale: “Advertising is an inclusive industry that thrives when multiple perspectives are applied to a problem.
"However it is also, sadly, true that our actions to improve the inequality, living standards, health and society bias against Australia’s First Nations People is severely lacking and lags behind many other industries.
"Advertising Council Australia’s board and executive team are committed to reconciliation and our Reflect RAP is an opportunity to turn ideas, initiatives and intentions into actions that support reconciliation.”
Key elements of the plan:
- Education of members, initially through the members RAP launch webinar but also developing such initiatives as an advertising industry Cultural Capability program to appropriately equip members with the skills necessary to engage with Aboriginal and Torres Strait Islander peoples.
- Encouragement of members to develop their own plan. The advertising Council is introducing an accreditation program designed to set minimum standards for the industry. It is intended to incorporate a RAP into accreditation to ensure members are consistent with government initiatives;
- Providing pathways for the Aboriginal and Torres Strait Islander Community to find employment in the advertising industry on an equal opportunity basis through a number of initiatives such as the AWARD School Indigenous scholarship program, an Aboriginal and Torres Strait Islander pathways program and partnering with suitable Aboriginal and Torres Strait Islander training and educational organisations
ACA’s Reflect RAP artwork was created by Alysha Menzel, a Torres Strait Islander woman. She began her creative journey with photography which led to graphic design and roles in a range of small and large agencies. She did AWARD School in 2019 and was awarded the accolade of South Australia’s State winner. More recently, she has been actively growing into user experience design and has started a new role as a designer at Re.
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