Recognise appoints 1 Kent St as new creative agency partner to drive awareness and change

WPP AUNZ’s specialist creative agency 1 Kent St has been appointed by Recognise, as part of a bid to remove racist clauses in the constitution and recognise Aboriginal and Torres Straits Islander peoples as the first Australians.

1 Kent St’s remit includes strategy, creative and digital elements for the development of a campaign executed in conjunction with fellow WPP AUNZ incumbent media services provider, Ikon. The creative appointment was made following a competitive pitch.

Creative director Simon Collins said the 1 Kent St campaign would target all Australians, including Aboriginal and Torres Straits Islander communities.

Says Collins: “The issues of indigenous rights and Constitutional change have many unique challenges, and we’re looking forward to being part of a movement to drive real change.”

Since its inception in 2012, Recognise has driven a strong national awareness campaign resulting in national and multi-party support for change.  Previous campaign work was executed by Lawrence Creative Strategy, and several members of that team, including 1 Kent St Group account director Jen Clarke, will work on this next phase of communication.

Says Tim Gartrell, joint campaign director, Recognise: “Change to our Constitution can only come with the approval of a majority of voters in a majority of states. That’s why there needs to be high levels of public awareness and a very large and broad movement of support.

“Succeeding at a referendum is challenging, but our Constitution needs to tell our country’s whole story.  It is a major issue and one that affects us all, because it is about who we are as a nation.  We look forward to working with 1 Kent St on this important national campaign.”

Work on the campaign strategy has already begun.