Transport for New South Wales (TfNSW) recognised the need to expand Aboriginal and Torres Strait Islander employment at all levels of their organisation, from entry level to senior management. TfNSW were perfectly positioned to offer more employment pathways than ever before. They needed to create awareness and excitement about the diverse opportunities that existed within the organisation across the state. TfNSW approached Gilimbaa to develop an effective internal and external recruitment campaign celebrating and reinforcing their commitment to Aboriginal and Torres Strait Islander employment at all levels and locations of TfNSW.
Gilimbaa partnered with Sydney production agency Entropico to create a dynamic, contemporary video inspired by the insight; ‘We don’t need to tell you, we can show you why it’s a great place to work’. This approach emerged in an initial strategy session and became the main inspiration for the project. This sentiment had integrity and truth, and it inspired a real life, honest approach. Using real places and current Indigenous staff to showcase the diversity of employment, with the goal of changing the perception of what a career at Transport could look like. This video was supported by a multi-faceted campaign across press, print, online and social media.
Photography by Cole Bennetts.
