The Youth Involvement Council (YIC) is an organisation based in South Hedland that supports kids struggling from trauma and abuse by running programs that involve them in the community, empowering them to create a brighter future for themselves. Through liaising with our client as well as conducting extensive research we were able to see the work that YIC does and how much it is needed and appreciated in the Hedland community. Our client gave us a lot of creative freedom, but the main objective of the campaign was to boost funding for YIC to be able to employ more staff and in turn support more kids.
Give Life Back to the Land is a campaign targeted towards workers in the mining industry across the Pilbara region, aiming to inform them about the impacts of mining economically, environmentally, and culturally, highlighting the opportunities that themselves, and indirectly the region can gain by supporting YIC.
The campaign includes an infographic to provide facts and statistics in a targeted and clear way, posters to spark interest from afar, social media content, a redesigned website to strengthen online presence, and a digital narrative video to animate and strengthen the campaign message. The campaign ties in with YIC’s current branding and colour scheme, meaning it will be easily recognised in the community while staying true to the aboriginal and primary colours that represent their young and mostly Aboriginal client base.
The striking and compelling feel of the campaign will drive the audience to take action and recognise their responsibility in the matter, leading to more funding for YIC. This will allow them to help as many kids as possible. In the long run, the campaign will lead to more locals working and living in the region rather than the majority of them living elsewhere in Australia and flying in for work.