Perspective.
There’s a 10-year difference in the life expectancy of non-Indigenous versus Indigenous Australians. "Bridging the Gap" aims to educate people and help change this.
The Challenge
There is a 10-year difference in the life expectancy of non-Indigenous versus Indigenous Australians. With many contributing factors, overall health and education are the largest.
Menzies School of Research and Charles Darwin University collaborated to create the Bridging the Gap Foundation, to create awareness about this 10-year gap, and raise funds to help close the gap.
Kwpx was tasked with taking the Foundation’s core message and ensuring it reached the right people, at the right time, through the right channels.
The Solution
We created a highly emotive film, supported on digital channels with a content-rich website.
The film and all supporting content was driven to Australian corporates, through both digital and philanthropic channels.
Centred on two young girls, one non-Indigenous, and the other Indigenous, the film directly compares their lives, their hopes, and their potential futures.
This highlighted the tragedy of the vastly different potentials they faced, with the Indigenous child’s future under threat because of a lack of access to education around healthcare.
The aim was to literally stop people in their tracks and encourage them to help change this reality by supporting the Foundation.
The Result
In the second phase of the campaign, we redeveloped the website to function as a fundraising platform, allowing for tactical digital campaigns.
We continue to work in partnership with BTGF to raise awareness and funds to address this issue.
