The Australian Government Department of Health wanted to make the Health Check more accessible and relatable to Indigenous youth.

After reviewing previous campaigns it was evident that the target market was not being represented, nor were they being communicated to in mediums that they engaged in.

Our approach was to use identifiable members of the mob who are revered and to have them speak honestly about the importance of health. The strategy being that “I want to be like them”.

Visually we approached the campaign borrowing from youth culture and popular brands admired by the audience.

With the help of Kobie Dee, Birdz, Naomi and Joel Wenitong and a deadly crew, we built this campaign.