Make it Australian campaign
Australian stories need to appear on Aussie screens which is why Screencraft was pleased to partner with Screen Producers Australia on the Make It Australian campaign.
Screen Producers Australia tasked Screencraft to develop campaign content to support the Make It Australian campaign. The campaign, which has been running for five years, was refreshed in 2022 with a series of TV commercials aimed at showing the potential impact if Aussie kids don't grow up exposed to Australian stories through television.
Screencraft developed the campaign strategy and concept, and produced a series of four TVCs featuring well known Australian cultural catch phrases. We developed the campaign logo of a TV remote featuring a Made in Australia logo, which has since appeared on postcards, banners and websites across Parliament and industry social media pages.
Featuring the voice of Australian acting royalty, Brian Brown, the TVCs aired nationally in the second half of 2022.
In January 2023, the Australian Government announced a new screen industry framework, under the National Cultural Policy, underlining the success of this campaign.
Services
Campaign strategy
Campaign concept
Campaign production and delivery
What We Delivered
4 x 30 sec TVCs
Print and digital content
Campaign concept and strategy
Links
Less than 3.5% of content on streaming services is Australian made.
"A once-in-a-generation opportunity to safeguard and strengthen Australian stories for future generations."Matthew Deaner, CEO, Screen Producers Australia
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