The Brief
Created for a live Oxfam brief, where the class was asked to help amplify Oxfam’s Close the Gap initiative. In Australia, there’s a large healthcare gap between Australians and Aboriginal Australians and Torres Strait Islanders. Oxfam seeks to find constructive ways to address this problem with the Close the Gap Coalition – a group of Indigenous as well as non-Indigenous health, community organisations and people calling on governments to take real, measurable action to achieve Indigenous health equality by 2030. Our project had to be positive, target young Australians, and get more people involved with and to sign Oxfam’s Close the Gap petition.
Process
Instead of going for a normal campaign, I wanted to create a project that would not only raise awareness but also benefit Aboriginal Australian and Torres Strait Islander communities. Megafauna is a hypothetical native foods food truck, to be run by Aboriginal Australian and Torres Strait Islanders via partnering with initiatives such as Gardener’s Lodge and Outback Pride. The messaging is embedded within the packaging and collateral, raising awareness with positive messaging as well as involving Aboriginal Australian and Torres Strait Islander communities with the growing Australian native food industry.
Get involved with Close the Gap here.
Result
In 2015 this project was awarded a Branding Distinction by AGDA.