Change Matters

The rise and growing momentum of the bla(c)k lives matter movement has proven Australians are hungry to support positive social change as it relates to First Nations people. The movement drew attention to our shocking track-record of Indigenous deaths in custody (438 since 1991), and paved the way for a long-overdue public reckoning around not only discrimination in the justice system, but in all facets of life. ‘Change Matters’ goes a step further, to show where and how tangible changes can take place at a grassroots level, and challenge workplaces, local councils, sports teams and ordinary people to create real and lasting change within their communities.

‘Change Matters’ seeks to positively influence social change in different facets of life (sports, media, workplaces and the broader community), to address inequalities, injustices and wrongs faced by First Nations people. The series will support existing organisations and individuals that are working toward change, and amplify First Nations voices to position them as the agents for change in communities.

Short term
Increased awareness and understanding of inequalities and injustices faced by First Nations people
Increased understanding of changes that can occur to create a more equitable and just experience for First Nations people in a variety of settings
Increased support for and donations to organisations fighting for change related to First Nations people
Increased awareness of local issues and opportunities for change at a grassroots level
Elevate First Nations voices

Medium term
Sports clubs and local leagues address racism and exclusion
Media organisations establish protocols to address lack of diversity and representation
Local councils begin a process with Traditional Owners to address wrongs
Workplaces address harmful practices and meaningfully engage with First Nations people

Long term
Reduced rates of racism in sport
Improved diversity and representation in media
More inclusive and meaningful First Nations engagement by all institutions

Zeitgeisty, sharable and with powerful human stories at its core, Change Matters is purposely built to create an impact on social media.

We intend the series to be a resource for organisations and individuals already fighting for positive change. By building a campaign around our series, we will give partners a powerful tool to engage their supporters and reach new audiences and achieve media cut through.

Each episode will point to a clear action that relates to the episode’s topic (e.g. for racism in sport, we may look to promote the We Got You anti-racism campaign).

Into the long tail, we will seek out opportunities to show relevant episodes to sports leagues, local councils, workplaces and organisations seeking to improve their practices and better engage with First Nations people. We aim to create an education kit and for the series to be resource for high school students engaging in comparative group work.

'Change Matters' in early stages development. We are seeking partnerships with not-for-profits and purpose-driven organisations who are actively supporting positive social change as it relates to First Nations people.

We are interested in using our series to promote existing initiatives and campaigns, such as:

· Path to Equality (education and activism platform facilitating knowledge and action related to deaths in custody)
· We Got You – multi-code campaign calling out racism and promoting diversity and inclusion in sport
· Indigenous X – showcasing and celebrating Indigenous diversity

We are also interested in connecting with local, state and national reconciliation groups, NAIDOC and organisations supporting grassroots, community-led action such as GetUp.

You can support 'Change Matters' by:

1. Sharing each of our videos to help spread awareness
2. Using the series as a tool to promote change in your own community
3. Engaging with us online to promote First Nations-led initiatives in your community
4. Donating to our impact campaign to help us spread the word, and create powerful resources for organisations fighting for change.

Number of views, shares, comments and engagements online registered on our social channels and the social channels of our partners

Effectiveness of the series in driving awareness for our partner organisations (satisfaction surveys)

Number of real-world screenings with organisations that have the capacity to create change (e.g. sports leagues, local councils, workplaces)

Growth of social media pages and sign ups to our digital platform

Anecdotes and stories of grassroots change in communities shared online