Generation One

The campaign to end indigenous disadvantage in Australia.

the challenge

A growing movement of Australians were frustrated by the slow pace of policy change with respect to ending indigenous disadvantage.

the community

We helped design a plan to produce change from the bottom-up – hundreds of thousands of Australians getting involved – from mentoring, to awareness, to employment – and an eventual goal to leverage this “army” for meaningful changes.

The campaign launch let any Australian to put their own handprint on the Sydney Opera House – showing the power ordinary Australians could have if they all joined together. We followed with an aggressive social media campaign and bus tour throughout Australia. 

the result

The movement now has over 250,000 supporters.