There is a growing number of opportunities for the Australian government to work
with organisations, whether public, private or non-profit, and impact their reputations
locally and internationally using digital platforms and social media. We live in a digitally empowered society - through mobile and social technologies (Forbes Insights, 2015)
In order for a social community to be effective, it has to have members, so logically the most effective brand communities are ones that excel at showing customers the value of belonging to them. Heinonen, 2019 argues that few studies have investigated influences on users’ ongoing relationship with an online community.
Introducing the Victorian governments 2018 Deadly Questions campaign. An effective digital information source used to build trust with communities!
Video source: Smith J (director) (2019) Film Case [online video]
Deadly Questions Campaign Purpose
In 2018, the Victorian Government's award-winning Deadly Questions campaign aimed to:
#1 To build understanding between Aboriginal and non-Aboriginal people.
#2 Give Aboriginal Victorians a platform to tell their stories and amplify their voices.
#3 Generate support and awareness from the public regarding readiness for Treaty in Victoria: A Treaty between Aboriginal Victorians and the Victorian Government.
The campaign created integrated social communities – challenging racist stereotypes to begin a “real” dialogue between Aboriginal and non-Aboriginal Victorians. One of the most significant factors of the campaign was the use of digital media.
Goals:
The campaign goals and objectives were designed to ‘raise awareness of Aboriginal culture, restore trust and build leadership on relationships with Aboriginal and non-Aboriginal
peoples in Victoria’. One of the most significant factors of the campaign was the use
of digital media. The Deadly Questions website contains videos and written content from Aboriginal Victorians in response to a range of questions posed by the public. A virtual platform whereby, Aboriginal people share their answers and experiences.
Results
The Treaty Process with Aboriginal Victorians Act 2018 (Treaty Act) became law, passed through both houses of the Victorian Parliament in June 2018.
645,000 Website visits since the 2018 launch
4000 Questions have been asked
Over 9 million earned media reach and 410 earned media stories secured.
48 million online impressions supported by Advertising across digital platforms, billboards, radio, television and print media.
We have much to learn from Deadly questions campaign and how social media engagement can influence – from conflict to consensus. Participatory approaches can include creative solutions using social media, stakeholder engagement and outreach to solve our social problems.
Ask a question and Aboriginal Victoria will answer!
Hi
Thanks for your comment! I come from the Wiradjuri Nation of central west NSW. Yes the Deadly Questions campaign does have similar strategic elements to 'You Can't Ask That' - whereby the audience is encouraged to ask uncomfortable questions to uncover the truth behind what it's like for marginalised and misunderstood Australians. For me, I appreciate the authenticity approach used to blur the hierarchies of power. Vic government are trying to rise as a legitimate source and actor through the adoption of successful strategic communication practices....
Do you have any connections to First Nation Australian Communities?
I am honestly quite surprised that the government created this campaign and I think it has the ability to be informative and answer some of those taboo questions. As a non-Indigenous Australian it is tricky to navigate some of the languages or correct terminology to be used with First Nation Australians. This campaign reminds me of ABC's 'You Can't Ask That' which was also questions sent in anonymously towards marginalised groups. Thank you for sharing this I will read through the Q&A on the website. Do you have a connection with the First Nation Australian Community prior to learning about this campaign?