The Voice/Uluru Dialogues campaign support

Problem

With five weeks to go before the national referendum on an indigenous voice to Parliament, BlueChip was appointed by activist Professor Megan Davis to lead the TikTok Channel for the Uluru Dialogue team.

 

Prior to appointing BlueChip, there had been minimal engagement on the platform with the Uluru Dialogues, and the social platform was being used as a tool by the ‘No’ campaign to spread misinformation and disinformation. The campaign support also involved collaborations with the UNSW socials team and external stakeholders. 

Solution

In the lead up to the referendum, BlueChip worked with Dr Davis, the Uluru Dialogue leadership team and the Uluru Youth Dialogue leaders on ideation and strategy and content to ensure accurate information was being communicated in a compelling and effective way on the platform.

 

Work included advising on and creating videos, ideas, scripts, captions, monitoring comments and activity.

 

Crafting a key slogan “If you don’t know, here you go” as a rebuttal to the opposition’s “if you don’t know, vote no”. 

 

Results

We were pleased to have achieved significant results and reach across TikTok.

The TikTok video that launched this video went on to achieve over 1 million views and was amplified across multiple digital platforms. 

 

As a result of the 5-week campaign engagement and followers significantly increased, across Australians of all ages, but particularly amongst the hard-to-reach demographic of 18–35-year-olds. 

However the reform was rejected.