Advertising firm rallies for First Nations representation on social media

New research shines a spotlight on the chronic under-representation of First Nations people on social media. One ad industry initiative aims to address it.

Four of the Born Blak advisory panel members Tilly Langford, Matty Mills, Tom Forrest, and Yvonne Weldon with Born Bred Founder, Clare Winterbourn and Herd MSL CEO, Skye Lambley

New data shows that 79 per cent of Australians can’t name any brands that have featured Aboriginal and Torres Strait Islander peoples in their campaigns, pointing to an ongoing and chronic under representation of First Nations peoples across a range of media channels.

According to the YouGov findings, more than 83 per cent Australians believe there would be benefits for Aboriginal and Torres Strait Islander people from greater representation in the media/social media.

Eighty two per cent of Aboriginal and Torres Strait Islander adults surveyed agree that the increased representation in the media will improve perceptions of Aboriginal and Torres Strait Islander people.

The research also found that 94 per cent of Aboriginal and Torres Strait Islander peoples surveyed “think there are things that would encourage more brands to work with people of Aboriginal and Torres Strait Islander origin”.

The ad industry is rallying to address the problem, as one initiative three years in the making called Born Blak was last launched Tuesday with a dual aim of attracting First Nations people to the industry as content creators, and assist with fostering partnerships with brands.

It comes from the Publicis Groupe, led by a communications agency within its stable, Herd MSL and talent and influencer marketing agency Born Bred, which has brought together an advisory panel of influential Indigenous voices and content creators. Other Publicis-owned agencies will also be involved.

“In 2020, we got together to have a conversation about a pretty big issue, which is the lack of representation of First Nations people in social media and as content creators generally, and working with brands,” Herd MSL chief executive Skye Lambley told The Growth Agenda.

“First Nations content creators, which I’m sure we all agree, have been very under-represented in Australian marketing and communications for far too long.”

Those who apply to be part of the program will be mentored by an advisory panel composed of influential people in the First Nations community, among them including local government politician Yvonne Weldon, deputy chairwoman of the Metropolitan Local Aboriginal Land Council and Matty Mills, a TV presenter, actor, podcaster, and entertainment reporter for NiTV. Content creator Tilly Langford and Tom Forrest, an Indigenous trainee features reporter at ABC Kimberley and filmmaker are also part of the advisory panel.

Ash Jackson, head of first nations creator development at Born and Bred talent said that First Nations peoples face a multitude of obstacles that can hinder their ability to break into the industry as social media content creators, including lack of access to resources, support and education.

The highly competitive nature of creating content on social media more broadly is also a challenge, according to Ms Jackson.

She added the competition on social platforms “requires them to consistently be at the forefront of new technology, trends and understand how to use the latest tools and platforms, which aren’t always easily accessible.”

The program has been designed to provide First Nation creators with access to professional mentoring and to equip them with technical, editing and storytelling skills on social media channels.

The creators will have access not only to the advisory panel, but also other influential people in the First Nations community as mentors throughout the program.

Collaboration through this community-led initiative will also be instilled throughout the first program, which runs for six months, via in person events, group tasks and other communication channels.

“I feel like for myself or other First Nations people, community has always been a really vital source of resilience,” Ms Jackson added.

Ten content creators will be selected to take part in the first iteration of the program, however it is a long-term plan according to the agency to support First Nations talent moving forward.