AMSANT is the peak body for Aboriginal Community Controlled Health Services (ACCHSs) in the Northern Territory, representing 14 member services delivering care to around 90% of the NT’s Aboriginal population.​

Ahead of the 2025 Federal Election, AMSANT identified the need for a targeted advocacy campaign to clearly communicate the unique and systemic challenges facing ACCHSs and proactively shape the public and political narrative around Aboriginal healthcare.​

Shape developed a layered, evidence-led communications strategy that centred the voices of ACCHSs and built credibility with the public and decision-makers. ​

At the heart of the campaign was Facing the Health Gap, a first-of-its-kind independent research report combining quantitative and qualitative survey data from all 14 AMSANT member services across the NT. This ensured the findings reflected lived experience and frontline realities.​

Recognising that most Australians will never visit a remote health service, the research informed a Territory-wide filming project, with Shape and its filmmaking team travelling to communities across every region in early 2025. The resulting series of advocacy and recruitment videos used human-centred storytelling to bring the realities of Aboriginal community-controlled healthcare to life.​

The campaign was strengthened through comprehensive message testing, combining quantitative surveys and qualitative discussion boards to understand how different audiences responded to the messages and creative concepts, what resonated, what challenged assumptions, and what shifted attitudes. It was then brought to life in a public report launch and media push, supported by targeted digital advertising.​

Facing the Health Gap received significant national and NT media coverage, supported by powerful imagery drawn from the filming project. The findings generated strong community and stakeholder response and prompted engagement from both Federal and NT governments.​

The advocacy videos achieved tens of thousands of views through coordinated social media and targeted digital advertising and were embraced by member services as a shared advocacy and engagement tool. They have helped establish a strong, shared narrative across digital channels, strengthening both external advocacy and internal engagement.​

Message testing showed the videos were not only well received but actively shifted attitudes for the majority of participants, including among initially sceptical audiences. The research, creative assets and message testing now provide a strong foundation for AMSANT’s ongoing advocacy, with video footage and stills shared with participating ACCHSs to strengthen and support their future media and recruitment efforts.​

AMSANT is the peak body for Aboriginal Community Controlled Health Services (ACCHSs) in the Northern Territory, representing 14 member services delivering care to around 90% of the NT’s Aboriginal population.​

Ahead of the 2025 Federal Election, AMSANT identified the need for a targeted advocacy campaign to clearly communicate the unique and systemic challenges facing ACCHSs and proactively shape the public and political narrative around Aboriginal healthcare.​

Shape developed a layered, evidence-led communications strategy that centred the voices of ACCHSs and built credibility with the public and decision-makers. ​

At the heart of the campaign was Facing the Health Gap, a first-of-its-kind independent research report combining quantitative and qualitative survey data from all 14 AMSANT member services across the NT. This ensured the findings reflected lived experience and frontline realities.​

Recognising that most Australians will never visit a remote health service, the research informed a Territory-wide filming project, with Shape and its filmmaking team travelling to communities across every region in early 2025. The resulting series of advocacy and recruitment videos used human-centred storytelling to bring the realities of Aboriginal community-controlled healthcare to life.​

The campaign was strengthened through comprehensive message testing, combining quantitative surveys and qualitative discussion boards to understand how different audiences responded to the messages and creative concepts, what resonated, what challenged assumptions, and what shifted attitudes. It was then brought to life in a public report launch and media push, supported by targeted digital advertising.​

Facing the Health Gap received significant national and NT media coverage, supported by powerful imagery drawn from the filming project. The findings generated strong community and stakeholder response and prompted engagement from both Federal and NT governments.​

The advocacy videos achieved tens of thousands of views through coordinated social media and targeted digital advertising and were embraced by member services as a shared advocacy and engagement tool. They have helped establish a strong, shared narrative across digital channels, strengthening both external advocacy and internal engagement.​

Message testing showed the videos were not only well received but actively shifted attitudes for the majority of participants, including among initially sceptical audiences. The research, creative assets and message testing now provide a strong foundation for AMSANT’s ongoing advocacy, with video footage and stills shared with participating ACCHSs to strengthen and support their future media and recruitment efforts.​