APN refuses to run two ads for Aboriginal Victoria’s Treaty campaign ‘Deadly Questions’

Two executiuons in Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media.

The online platform Deadly Questions, created by Clemenger BBDO Melbourne, provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, and the purpose, value and process of Treaty.

Acting on advice from the Outdoor Media Association (OMA), APN Media has refused to run two of seven executions in the campaign, which features a series of questions drawn directly from Victorians via the Deadly Questions website. Guidance from the OMA was that the creative could be deemed to be discriminatory according to the AANA’s code of ethics.

Says APN Outdoor Chief Executive Officer and Managing Director, James Warburton: “When the ads in question were submitted to us, we referred them to

the Outdoor Media Association which in turn referred them to the Advertising Standards Bureau, which is usual practice. The ASB advised that two of the ads might be in breach of the industry’s code of ethics. This information was conveyed to the agency that created the ads.”

A source familiar with what happened says that when APN told Clemenger BBDO that two of the seven ads it had created could be in breach, it cancelled all of the ad bookings with APN.

“So really, the fact the ads are not running comes down to Clemenger, not APN”, says this source. “Oddly, when JCDecaux also raised concerns about the two ads that the ASB said could be in breach, Clemenger did not pull the other ads from JCDecaux.”

A spokesperson for Aboriginal Victoria commented that the irony of the decision wasn’t lost on Aboriginal Victoria and its members.

“Deadly Questions is a pivotal moment for Aboriginal Victorians. We’ve invited members of the community to participate in an open forum to help break down the barriers between Aboriginal and non-Aboriginal members of the community as we continue on our journey to Treaty.

“We understand that some of the questions asked by the public – and that we are repeating in the campaign – are provocative, but that’s the point.  To have an open discussion we need to acknowledge that some ugly viewpoints exist.

“We need our media partners to stand up and support Aboriginal Victorians throughout this process. It’s incredibly disappointing to have APN and the OMA dictate what they think is appropriate with regards to discrimination, when these questions are ones that we invited, are providing responses to, and represent the real conversation that Victorians want to have.”

The outdoor media campaign will continue via oOH! Media and, CB understands, JCDecaux.

Says Simon Lamplough, managing director, Clemenger BBDO Melbourne: “The campaign was developed in partnership with Aboriginal Victorians and the Treaty Working Group to provide a platform that encourages discussion amongst all Victorians about the issue of Treaty. Our brief was to change perceptions and create work with cultural impact.

“We’re very grateful that oOh! Media has come to the rescue and agreed to help facilitate this important conversation.”

Victorians can continue to ask their Deadly Questions at Deadly Questions.

The Treaty bill has passed through the Lower House of Victorian Government and is expected to be debated in the Upper House in June.