In 2012, the Australian Taxation Office (ATO) launched a campaign to inform Australians about significant reforms to superannuation. Cox Inall Ridgeway developed an Indigenous sub-campaign to support mainstream communication efforts, which was aimed at informing disengaged Aboriginal and Torres Strait Islander peoples about the super reforms.
With the median gross income for Indigenous people being $470 per week, we developed messages directly relevant to lower income earners, which were delivered through six Indigenous specific channels.
These included financial advisory services targeting Indigenous communities, employers in Indigenous communities, Indigenous media (both through editorial and advertising), social media and online, direct communications in remote communities and schools with a high proportion of Indigenous students.
The focus on stakeholder engagement, and delivery through intermediary audiences, allowed for the organic dispersal of the key campaign message to filter through Indigenous networks.