Professional social media network LinkedIn has launched the latest iteration of its #ConversationsForChange initiative with a new content series in partnership with Indigenous-led creative consultancy, Campfire X.
The three-part series, titled Change Starts With, will highlight how subtle, everyday moments can impact Indigenous Australians in the workplace, particularly how 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 for the series were drawn mainly 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 campaign comes as recent research also from LinkedIn revealed that seven in 10 Australian workers want to learn more about Indigenous culture. Therefore, the content has been designed to encourage professionals to join the conversation on and off the platform and share what their “change starts with” in Reconciliation Week.
The videos spotlight the challenges faced by Indigenous Australians in the workplace and business based on their lived experiences. The first video highlights the issue of “tokenism” with research from LinkedIn suggesting that more than half (55 per cent) of Aboriginal or Torres Strait Islander people have experienced this in the workplace. The second video concept was drawn from the insight that almost half (45 per cent) of Australians don’t modify their communications style for different cultures. The final video focuses on “Sorry Business”, a cultural time of mourning for Indigenous people. This topic was highlighted after research found that 68 per cent of non-Indigenous Australians do not know the term’s meaning.
“While it’s encouraging to see such 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,” Peter Kirk, Co-Founder of Campfire X, said. “This Change Starts With 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, said, “Reconciliation Week is an important cultural moment in Australia and one that needs to resonate beyond the Indigenous community to deliver action and change in the workplace. We’re incredibly 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 deeply about creating equitable opportunities for all of our members, and we’re hopeful that this series will play a small part in driving awareness and respectful conversation on this important topic.”
