Aboriginal rangers connected on land and sea
Telling the complex story of Indigenous rangers and their contribution to the economy as well as environment requires a communication approach that asks people to think beyond the usual stereotype to the bigger issue of ensuring future Aboriginal communities are culturally connected and confident.
MediaWise worked with the North Australian Indigenous Land and Sea Management Alliance (NAILSMA) to build its reputation in non-indigenous communities, raising awareness of its broader vision of working on country, the importance of an economy based on culture, and raising funds to expand its programs.
Our research into how NAILSMA was perceived by staff and external stakeholders informed a new communications strategy which was designed to increase awareness of the organisation and its work while supporting fundraising and philanthropic efforts.
The research revealed that NAILSMA’s story and aims were well understood by the indigenous communities but did not resonate strongly with several important groups including philanthropists, government policy makers and politicians and community environment groups.
MediaWise began to reshape the way NAILSMA talked with non-indigenous groups. We oversaw a brand refresh and the creation of a new website divided into two sites: the ‘front’ promoting NAILSMA and its work and achievements, the ‘back’ as a resource hub. ‘Looking after our country, our way,’ the new position statement to accompany the updated logo, reinforces the importance of Aboriginal culture and family connections to the land.
We then developed a series of fact sheets and a corporate booklet to explain NAILSMA’s story and achievements, connecting its work with the broader Government policy of ‘closing the gap.’
A series of opinion pieces were developed and placed in metropolitan and national newspapers and online magazines showcasing NAILSMA’s contribution to the discussion about the importance of including Aboriginal communities in the economic development of North Australia.
Today, two years on and the organisation has become Australia's first Indigenous member of IUCN, its media track record is steadily growing and its relationship with stakeholders across Australia's north is at its strongest.
