LinkedIn is the #1 platform to post all things work. However, topics are addressed with a self-promotional lens and filter. So, when it came to starting conversation on LinkedIn about cultural and social issues, its Australian members are hesitant to engage with discussions that might be deemed “political”. A difficult problem when asked to create a conversation around Reconciliation week.

Indigenous Australians are underrepresented in the workplace, with less than 3% of the working population identifying as Aboriginal and/or Torres Strait Islander they often face workplaces that are culturally unsafe. Without representation, their voices and issues often go unheard. Those who are in the workplace often face cultural load – taking on the responsibility to share their culture even when they don’t feel like it. This becomes more relevant to Indigenous communities during NRW and NAIDOC. Often accompanied by superficial activities that make no real lasting impact.

We recreated scenarios of cultural insensitivity in the workplace, entirely from the real-life experiences of Indigenous Australians. From the start, our processes were conducted in an Indigenous manner, collaboratively. Only made possible through LinkedIn and Edelman’s partnership with Campfire x, Australia’s leading Indigenous-owned creative agency.

Our three videos covered the topics of Sorry Business, Tokenism and Aboriginal Terms of Reference, all topics we knew the “97%” needed more education on based on our yarn sessions with Campfire x. Every aspect of the campaign was authentic with an Indigenous-led cast and production team were enlisted to produce, shoot, and star in the videos. People who had lived through these scenarios and not just acted them. Our work sparked conversations and grabbed headlines instantly. Kick-starting important discussions around creating more culturally safe workplaces for Indigenous Australians and earning 25 pieces of media coverage, as well as starting change where it is needed the most, in workplaces.