Provoking a national debate around indigenous education.
To combat the shockingly low high school graduation rate amongst indigenous children, the Australian Indigenous Education Foundation (AIEF) wanted to show the power of education. So we created a campaign designed to get talked about: by commissioning an unbranded oil painting of an Australian Prime Minister. Only this Prime Minister was indigenous. Australia’s first. The image ran in major publications with a provocative headline and hashtag. The campaign not only sparked debate and conversation across social media, but also helped AIEF raise $100 million to support indigenous students and, most importantly, contributed to the non-profit achieving the most successful graduation rates of any federally funded education program.