As the State of Victoria embarked on a path to creating a Treaty with Indigenous Victorians, research suggested many Victorians felt they knew little about their State's Aboriginal heritage or Aboriginal affairs in general. But along with their lack of knowledge, Victorians also didn't feel comfortable asking questions for fear of offending or appearing ignorant.
Deadly Questions provided a platform for Victorians to get much needed answers and opened up a conversation between non-Aboriginal Victorians and the Victorian Aboriginal community at the pivotal moment in the State's history.
On the campaign website, visitors could ask any question, anonymously if they wanted and Aboriginal Victorians would answer the question with either text or video content.
Social film and Outdoor was used to feature key provocative questions Eg. ‘Why can’t Aboriginal people just get over the past?’ and push people to the Deadly Questions website to ask their own questions.
The campaign challenged racist stereotypes and the responses weren’t always easy to hear. But beginning a dialogue between Aboriginal and non-Aboriginal Victorians is the start of a better future for all of Australia.
The Deadly Questions campaign was mentioned in the Ministers speech last month as the Treaty bill was passed in parliament. Now the focus of the website and campaign is around Treaty specifically.
Visit deadlyquestions.com.au to ask yours.
Client: Aboriginal Victoria
Agency: Clemenger BBDO Melbourne