New national NDIS campaign for Indigenous communities launches via Rhythm, Perth

Many Aboriginal and Torres Strait Islander people with disabilities are not accessing the services and support they’re entitled to because they feel the NDIS isn’t for them. Participation rates are low, even for those with serious illnesses and disabilities. The National Aboriginal Community Controlled Health Organisation (NACCHO) wanted to turn this thinking around and commissioned Rhythm, in partnership with Nani Creative, to help do it.

Building trust in the NDIS among Aboriginal and Torres Strait Islander communities and encouraging them to engage with the complex system was going to be a challenge. There can be distrust with government programs and culturally specific communications about the NDIS had been limited, particularly in remote areas.

They knew hearing from Aboriginal and Torres Strait Islander people who were successfully using NDIS services was key. But it couldn’t be a collection of talking heads. There’s too much of that going around and it’s ignored. These important stories couldn’t be ignored. Finally, everything had to come back to the NDIS and the message that the NDIS is a program for Aboriginal and Torres Strait Islander communities.

‘Part of My Story’ is a collection of videos, posters, online stills, templates and guides that brings Aboriginal people’s experiences with the NDIS to life in unique and visually stunning ways. These deeply personal stories have been shared by Aboriginal and Torres Strait Islander people using their words and voices.

Aboriginal and Torres Strait Islander artists created art for the animation. Each artist was paired with an NDIS participant hailing from a similar region, to give the story its own distinctive style for greater depth and relevance. They all end in the same way: on the story-teller – real and relatable.

“I was deeply moved when hearing the challenges that so many Aboriginal and Torres Strait Islander people and their families have gone through. Connecting each NDIS participant with an artist from their area was a key part of this project and one that’s brought some beautiful diversity to the final work. It was a privilege to be introduced to these people and hear their stories of resilience and hope,” said Laura Morano, Rhythm’s Client Services Director.

The campaign shows that the NDIS already plays a positive part in many Aboriginal and Torres Strait Islander people’s stories. And, given its reception, will play a part in many, many more.

Read more about the project here.

VIEW JASON’S STORY
VIEW KALLARA’S STORY
VIEW WARREN’S STORY
VIEW SHANICE’S STORY
VIEW SARAH AND MOMO’S STORY

Key Client Contacts
Sarah Hayton, NACCHO Executive Director
Annabel Campbell, NACCHO Communications and Training Manager
Holly Kemp, NACCHO Project Officer

Client Services Director: Laura Morano
Account Manager: Jodie Hameister
Creative Leads: Gordon Haynes, Adam Rule & Stef Langton
Creative Director / Art Director: Stef Langton
Designer: Enzo Delyfer
Copywriters: Gordon Haynes & Tom Wilson
Campaign Identity Designer: Kevin Wilson @ Nani Creative
Cultural Consultants: Nani Creative

Executive Producer: Candice Shields
Director / Photographer: Matt Sav DOP: Lewis Potts
DOP: Jack Shepherd
1st AC: Dan Stone
1st AC: Jason Vanstone
Sound Recordist: Richard Hubbard

Agency Producers: Anne-Maree Shelton & Jes Harris @ Solid Lines
Artists: Kimberley Engwicht / K-Rae Designs, Coree Thorpe, Ailsa Walsh, Tyrown Waigana, Tori-Jay Mordey
Animation & Design: Mello Motion
Motion Director: Brad Chandler
Creative Director: Lance Clayton
Motion Designer: Matty Lukins
Producer: Isabella Cooper
Sound Design: Ned Beckley @ Envelope Audio

Featured Participants: Shanice (NSW), Kallara (Vic), Warren (WA), Jason (QLD), Momo & Sarah (Tas)

Contributors: Hannah J @ Richmond Wellbeing, Andrew T, Renee D @ Carbal Medical Centre, Melanie S @ Tasmania Aboriginal Centre, Dirk, Steven M @ Orange Aboriginal Medical Centre, Mark Shaw @ Wathaurong Aboriginal Cooperative Limited and Moorditj Koort.