The True Path Forward Starts Here
Client
Yoorrook Justice Commission
What we did
Brand
Campaign
Communications strategy
Media
Market research
Challenge
Yoorrook was Australia’s first truth telling Royal Commission into historic and ongoing systemic injustices perpetrated against First Peoples. Its work is sometimes described as providing the ‘why’ for Treaty. The challenge was to develop a campaign which build unity among Victorians in the wake of the Voice referendum, which had led to a strong sense of community division.
Approach
We undertook extensive market research for Yoorrook to build an understanding of the potential ways to bring community together and take steps towards a Treaty in Victoria. This research showed a clear desire to move forward, together, and helped us develop a campaign narrative that built a bridge across the potential values divides in the community.
The True Path Forward Starts Here recognises we are all on a journey in understanding the injustices against First Peoples in Australia, but walking together and sharing truth helps us find common ground, creating the space for systemic reform.
The campaign was brought to life in an outdoor and digital campaign called First the Talk, Now the Walk, which shared people’s true stories from the Commission’s work. This human centred story-telling approach provided a backdrop for Commissioner Travis Lovett’s 400km Walk for Truth from Portland to Parliament in May-June 2024. The campaign was also supported by a significant media relations effort culminating in a powerful address to the Press Club by Chair Professor Eleanor Bourke AM.
Impact
The campaign built a stronger sense of the Commission’s work, reaching millions of Victorians. It played a role in First Nations people’s efforts towards Treaty. The first Treaty in Australia was signed in Victoria six months later in November 2025.
The True Path Forward Starts Here
Client
Yoorrook Justice Commission
What we did
Brand
Campaign
Communications strategy
Media
Market research
Challenge
Yoorrook was Australia’s first truth telling Royal Commission into historic and ongoing systemic injustices perpetrated against First Peoples. Its work is sometimes described as providing the ‘why’ for Treaty. The challenge was to develop a campaign which build unity among Victorians in the wake of the Voice referendum, which had led to a strong sense of community division.
Approach
We undertook extensive market research for Yoorrook to build an understanding of the potential ways to bring community together and take steps towards a Treaty in Victoria. This research showed a clear desire to move forward, together, and helped us develop a campaign narrative that built a bridge across the potential values divides in the community.
The True Path Forward Starts Here recognises we are all on a journey in understanding the injustices against First Peoples in Australia, but walking together and sharing truth helps us find common ground, creating the space for systemic reform.
The campaign was brought to life in an outdoor and digital campaign called First the Talk, Now the Walk, which shared people’s true stories from the Commission’s work. This human centred story-telling approach provided a backdrop for Commissioner Travis Lovett’s 400km Walk for Truth from Portland to Parliament in May-June 2024. The campaign was also supported by a significant media relations effort culminating in a powerful address to the Press Club by Chair Professor Eleanor Bourke AM.
Impact
The campaign built a stronger sense of the Commission’s work, reaching millions of Victorians. It played a role in First Nations people’s efforts towards Treaty. The first Treaty in Australia was signed in Victoria six months later in November 2025.
