Google has unveiled the latest chapter in its wider campaign work celebrating the usefulness of the community – and how Australians can help others thrive with a little help from products like Search and Maps.
The first pillar features a new spot called “Rise” from 72andSunny and tells the story of a mentor who helps rising musical talent Mikayla Mununggurr seize her moment, with a little help from Google. The film is a collaboration with director Stefan Hunt and Danzal Baker, and is inspired by the real-life actions of Danzal Baker (aka Baker Boy) – a Yolngu man and Australia’s first rapper Yolngu Matha, who has been praised for his efforts to mentor and empower emerging talents in its community. In 2019, Baker Boy was named Young Australian of the Year and awarded the Order of Australia Medal (OAM).
The film highlights the issue of “shameful labor”, something Danzal personally experienced and had to overcome to get to where he is today. In remote Indigenous communities, “shame work” is a real problem among young people and refers to the perceived barriers that prevent someone from pursuing their dreams. Knowing the challenges of the “work of shame” was one of the driving forces behind Danzal’s passion and interest in the project.
“Shame is real in the community, we have so many other barriers that disproportionately disadvantage children in remote communities, it breaks my heart to see them held back by feelings of shame on top of that. I know what those feelings are like. Collaborating with Google and being able to describe this story in Yolngu Matha is powerful, it allows me to share this message directly with the children of Arnhem Land while educating the wider Australian community about all Indigenous cultures and first languages,” said he declared.
The second pillar of the campaign, launched in August, aims to show a wider range of these positive mentor/mentee stories through a partnership with CampfireX, an Australian Indigenous-led creative consultancy, and The Guardian. With the aim of further showcasing the transformative and positive change that can be created when people decide to do all they can to support and mentor others – which can empower them to rise up and find a voice.
The Guardian integration will focus on telling stories of underrepresented Indigenous women leaders – celebrating both their individual successes and journeys, but also the mentors who have helped them achieve their goals.
According to Peter Kirk of CampfireX, “It is of paramount importance that Indigenous peoples are included, valued for their knowledge and contributions, and invited to take the lead when developing campaigns around stories, creativity, indigenous culture and history. Throughout our partnership with Google and The Guardian, we felt included, trusted and valued every step of the way. We feel that our stories are being recognized and, more importantly, that we finally have a place at the table. It was a wonderful experience.
The third pillar of the campaign is a feature film, “Rise to Your Dream”. Directed by Indigenous filmmaker Cornel Ozies, the film is a deeper dive into the impact of “shameful labour” in communities. It features Danzal and other inspirational people – Indigenous lawyer and activist Teela Reid, University of Sydney Architecture Lecturer Dr Michael Mossman and Gujaga Foundation Chairman Ray Ingrey – sharing their stories of overcoming the “shameful work” to achieve their goals.
Luke Martin, Executive Creative Director of 72andSunny, said, “Baker Boy is such an inspiring Yolngu musical talent. We are thrilled to more broadly represent his mentoring mission in two positive stories. Thanks to his creative input, this project was a true demonstration of how Google can help you help others.”