What is LinkedIn’s latest campaign all about?
The three-part series, titled ‘Change Starts With’, aims to highlight the subtle, everyday moments that impact Indigenous Australians in the workplace. The campaign encourages non Indigenous Australians to consider how their unconscious biases can make workplaces less culturally safe for Indigenous people. The campaign launches in the lead-up to Reconciliation Week, and runs for two weeks across both Linkedin and its local social channels.
The Director, talent on screen and broader crew were drawn from the Indigenous community, while the music was composed by Indigenous composer, Tristan Barton. LinkedIn Changemaker, Bianca Hunt from Agent Blak, also helped source the on-screen talent.
The research from LinkedIn revealed that 7 in 10 Aussie workers want to learn more about Indigenous culture, and so the content has been designed to encourage professionals to join the conversation and share what their “change starts with” this Reconciliation Week.
Drawn from the lived experiences of Indigenous Australian professionals, and backed up by new LinkedIn research, the videos uncover a series of challenges faced and simple actions the broader community can take to help address those challenges:
- The first video highlights the issue of “tokenism” with research from LinkedIn suggesting that 55% of Aboriginal or Torres Strait Islander people experience this in the workplace.
- The second video concept was drawn from the insight that almost half (45%) of Australians don’t modify their communications style for different cultures.
- The final video in the series focuses on ‘Sorry Business’, a cultural time of mourning for Indigenous people. This topic was highlighted after research found that 68% of non Indigenous Australians do not know the term’s meaning.
What are the executives’ thoughts on the campaign?
Peter Kirk, Co-Founder of Campfire X, says: “While it’s encouraging to see a large portion of the Australian workforce eager to learn more about Indigenous culture, it’s clear there is still work to be done to ensure Indigenous Australians feel culturally safe and supported at work.”
“This campaign created by LinkedIn and Campfire X endeavours to educate Australians on scenarios faced by Indigenous people and how we can all play our part to create change.”
Darain Faraz, International Brand Marketing Director for LinkedIn, says: “Reconciliation Week is a vital cultural moment in Australia and one that needs to resonate beyond the Indigenous community to deliver action and change in the workplace. We’re proud of ‘Change Starts With’, not just because it delivers a complex, nuanced message in a non-patronising way, but because it was made hand in hand with the very community it’s looking to affect.”
“We care about creating equitable opportunities for all members, and are hopeful that this series will play a part in driving awareness and respectful conversation on this vital topic.”