National Australia Bank’s Reconciliation Action Plan (RAP) seeks to create economic and social development opportunities for Aboriginal and Torres Strait Islander peoples though three core pillars: addressing financial inclusion, supporting sustainable Indigenous employment, and building cultural awareness and understanding.
Cox Inall Ridgeway worked with NAB to deliver a grassroots media campaign aimed at raising awareness of the bank’s community programs to Indigenous audiences.
We sourced talent and case studies through using our extensive Indigenous community networks to produce a series of stories showcasing Indigenous entrepreneurs who were supported by NAB’s Microenterprise Loans; trainees starting their professional careers through the School Based Trainee Program; and the emergence of a culturally appropriate financial literacy service through the Indigenous Money Mentors network.
Our success on this project was seen through securing over 350 clippings in Indigenous print and radio media, mainstream TV, online, radio and print in regional areas.
Further, the project allowed us to work with key senior Indigenous leaders at NAB on Indigenous economic thought leadership. This experience has helped position Cox Inall Ridgeway as a valuable contributor to ideas around Indigenous economic development.