NRMA Insurance expands Indigenous billboard campaign

NRMA Insurance (NRMA) has expanded its First Nations outdoor billboard campaign to include South Australia and Western Australia.

This expansion is accompanied by the release of “Our Stories: Connecting with Country,” a documentary series created in partnership with National Indigenous Television (NITV), part of the SBS network.

The series showcases the stories of four Indigenous artists whose works appear on the billboards.

NRMA Insurance First Nations outdoor billboard campaign

Launched in 2019, the campaign features Indigenous artworks and recognises the Traditional Custodians of Country across Australia. It aims to connect drivers with the land and promote road safety while celebrating a shared national identity.

The expanded campaign introduces five new artworks by Indigenous artists, each tied to their local communities. It now includes traditional lands in New South Wales, such as Wonnarua, Wiradjuri, and Dharawal Countries, and extends to Yinggarda and Ngarrindjeri lands in Western Australia and South Australia.

NRMA CEO Julie Batch said the campaign aims to foster conversations about place and country.

“Through our outdoor campaign and our partnership with NITV, we want to drive conversations around place and country and play a role in helping to build cultural understanding, respect, and unity through art and powerful storytelling,” she said. “The art and stories shared by these artists are truly inspiring and highlight the importance of their unique culture and communities.”

NRMA Insurance’s partnership with National Indigenous Television

Supporting the Beyond 3% initiative announced in 2023, NRMA’s partnership with NITV has produced a documentary series that celebrates the featured artists and their cultural heritage.

The series includes:

• Jasmin Sarin, a Kamilaroi and Jerrinja woman from NSW
• Joanne Cassady, a descendant of the Wiradjuri and Yorta Yorta Nations
• Sonya Edney, an Yinggarda-Wadjim woman from Western Australia
• Kevin Kropinyeri, from the Ngarrindjeri Nation of South Australia

“Seeing my artwork on big billboards is amazing. I’m really taken aback and grateful for the opportunity to create something beautiful,” Kropinyeri said. “To have our artistic expression on these billboards seen by thousands of motorists driving past, with a positive message about driving respectfully and hey, you’re on Ngarrindjeri Country, is a gentle but solid reminder to non-Indigenous people that this is our country. The best place to start for us moving forward in this country is with the truth.”

The “Our Stories: Connecting with Country” series is available for streaming on SBS On Demand.

The expansion of NRMA’s First Nations outdoor billboard campaign follows the company’s initiative held in March, aimed at fostering an early understanding of road safety.