Australian Human Rights Commission (AHRC)
Services: Campaign Strategy
Online anti-racism resources for young people
About the Client
The Australian Human Rights Commission (AHRC) is the nation’s independent human rights body. AHRC works to find practical and long-term solutions to the human rights issues facing people in Australia, as well as to build greater understanding and respect for human rights in our community.
In August 2012, AHRC launched the National Anti-Racism Strategy. The strategy identified the need for online resources specifically for young people to help them understand and address racism in their everyday lives.
Challenge, Approach & Solution
Zuni proposed that a strategic approach was taken to deliver online resources. Rather than pitch an idea, Zuni pitched an creative research and youth participation approach to find a solution that really suits the needs of the target audience.
Research was undertaken in three parts; a review of existing research across Australia, a broad poll across 2,300 young Australians through Facebook and an in-depth survey completed by 475 young people aged 14 -17 years.
Research results were then analysed in order to define the campaign strategy and create a project brief. Zuni helped match AHRC with the right supplier in order to produce the final product, using the strategy as the building blocks of the resource. Young people were involved in the project from start to finish.
Results
Zuni delivered:
- Online poll and in-depth survey for young people on the issue of racism providing up-to-date stats
- Results deck examining research results and key insights
- Clear campaign strategy defining the project approach
- Project briefing documents for production suppliers
- Relevant and useful input from young people on key themes, questions and language use including user personas
- Youth feedback at key project development stages
- Project management support during production phase
Results
- New relationships established between AHRC and Zuni’s contacts including suppliers and youth organisations
- Increased understanding of racism as an issue for young Australians through in-depth research
- A strategic approach to developing online resources that suit the preferences of young Australians
- Significant and direct input from young people into the final resources.
- Successful launch of ‘What you say matters’ video in June 2013
We chose Zuni to help deliver our youth online anti-racism project, ‘What you say matters’, and were really glad we did. Zuni was creative, professional, responsive and clearly committed to helping us achieve the outcome we needed – in the face of a tight budget and deadline and an ever-evolving brief! As effective consultation with young people was really important for this project, Zuni’s relationship with the Young and Well Cooperative Research Centre was a key factor for us in deciding to go with them. An added bonus was their relationship with the production company MediaRock who delivered us an amazing music video. Plus the Zuni team are really nice people, which always helps!
Rivkah Nissim
Principal Adviser - Race Discrimination Team
If you’re interested in speaking to Zuni about this case study and how we could help your business, please get in touch