Better health outcomes for young Indigenous people means better life outcomes. The problem being, it’s generally pretty tough to get young people to care about their health. We felt the best way to tackle this was to portray young Indigenous people in a way they might not ordinarily see.

Through collaboration with a range of successful Indigenous professionals and athletes all hailing from WA’s north, we captured a series of scenarios and talent that championed what it means to ‘Be Healthy, Be Anything’. Whether it was a rodeo at sunset, a butchers shop at sunrise, a local footy club after school or a doctors’ surgery at peak hour, Rhythm Films were there, building the story and understanding the challenges the community faces. Combine that with a specially-composed hip hop soundtrack (recorded by a local artist), the know-how of our in-house creatives and a sneaky bit of VFX and you have a (multiple) award-winning campaign that made a tangible difference in a part of the world that needed it.

The campaign ran across TV, print, digital and social media. Anecdotally, the Derby community was truly proud of this campaign and the way it portrayed them – and helped lead to a significant improvement in visitation.