GenerationOne, a charitable endeavour aimed at neutralising indigenous disadvantage in Australia, has launched its first TVC.
Created by George Patterson Y&R (GPYR), the TVC juxtaposes Anglo-Saxon and indigenous Australians and statistics relating to the likelihood of their aspirations based on Australian Bureau of Statistics information.
GenerationOne was launched by CEO of Fortescue Metals Group Andrew “Twiggy” Forrest and has garnered support from Australian business leaders and corporates, including: Kerry Stokes, James Packer, The Lowy family and Lindsay Fox, Westpac and NAB. The aforementioned have guaranteed 50,000 places in their workforces for indigenous Australians.
“We found the statistics inarguable and therefore very powerful – and created a campaign that presented the disparity in a simple, objective but emotional way. GenerationOne is a great opportunity for all Australians to address a significant problem. This is just the beginning,” said Julian Watt, executive creative director of GPYR.
GPYR are also providing a 12 month scholarship for a young indigenous Australian in the marcomms industry.