IAG-backed NRMA Insurance (NRMA) has teamed up with SBS Network-backed National Indigenous Television (NITV) to support First Nations people through the Beyond 3% initiative.
According to NITV, Aboriginal and Torres Strait Islander people represent 3.2% of the Australian population, but the media existing to serve them are not often considered as part of advertising campaign planning.
The partnership is part of NRMA's plans to support NITV's Beyond 3% initiative, which seeks to engage media agencies and brands to invest in Indigenous media platforms to at least a 3% target. It marks the largest advertising investment by a single commercial brand in the First Nations broadcaster.
“This is an important moment for NITV,” said Peter Noble, a proud Bandjin and Girramay man and the general manager of NITV. “This partnership represents a substantial investment in NITV which supports our ability to invest more in creating First Nations stories.
“NRMA Insurance is leading the way, both in terms of lifting its investment in First Nations media and in developing creative that drives conversations around place and country and the importance of all Australians in understanding the Traditional Custodians of the lands we live across the continent.”
The partnership includes a series of integrated initiatives, including a recent broadcast sponsorship of NITV's coverage of the 2023 Garma Festival, a recent broadcast of its popular series Going Places with Ernie Dingo, and investment in the creation of a special short-form content series.
Focusing on “Connecting with Country,” the new series will profile the First Nations artists behind NRMA Insurance's existing billboard campaign launched in 2019. The billboards show work by Indigenous artists and acknowledge the Traditional Custodians of Country across Australia to help drivers drive safely while connecting with the land and contributing to a proud and shared national identity.
The series will also enable First Nations artists and storytellers to share the significance of their culture and communities and the impact of recognising their connection to place and its link to cultural identity.
“Through our partnership with NITV, we want to help build cultural understanding and connection through powerful storytelling, and we look forward to working with NITV to bring these important stories to life,” said NRMA CEO Julie Batch. “By increasing our investment in First Nations media, we can help contribute to the strength of this sector and support the next generation of Indigenous talent in the Australian media industry.”
NRMA also recently called on its customers to help reduce their carbon footprints and cut greenhouse gas emissions by signing up to its carbon offset program.
