Generation One is a recently launched practical initiative being led by business and community leaders to actively reduce the disparity of opportunities between indigenous and non-indigenous Australians. The organisation seeks commitments from Australian employers and the broader Australian public to provide training to and the employment of, indigenous Australians. The campaign focuses on figures from the Australian Bureau of Statistics that point to alarming differences in opportunity experienced by young Aboriginal people.
GenerationOne is the brainchild of billionaire businessman Andrew “Twiggy” Forrest, whose own experience of growing up in Aboriginal communities has informed his view that providing education, training and jobs are the only ways indigenous communities can break the cycle of poverty and welfare dependence. GenerationOne has attracted wide support from Australia’s billionaire business leaders with key players like Kerry Stokes, James Packer, The Lowy family and Lindsay Fox, Westpac and NAB coming on board to guarantee some 50,000 places for indigenous Australian in their workforces.
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The GenerationOne campaign launch on March 19 included projected images of people attaching hands on Sydney Opera House, captured here in time lapse form in a music video.
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The GenerationOne campaign was developed at George Patterson Y&R, Sydney, by executive creative director Julian Watt, art director Dean Mortensen, copywriter Tim Arrowsmith and agency producer Alex Hay.
GPY&R is also providing a 12month scholarship to provide a start for a young indigenous Australians in the marcoms industry. The candidates will work in companies across the group. GPY&R staffers have also been enlisted to help with the GenerationOne national roadshow which kicked off March 19 with the launch of the national campaign by Prime Minister Kevin Rudd.
Filming was shot by director Steve Rogers via Revolver with director of photography Warwick Thornton (Samson and Delilah). Music and sound production were by Elliott Wheeler at Turning Studios. Stills photography was by Matt Hoyle.
Media is by Mitchell Communication Group.