Meta & Instagram: First Nations Creators Program
Brief
Meta (Instagram Australia) and Screen Australia engaged Campfire x to facilitate the 2024 First Nations Creators Program. The primary objective was to foster emerging Aboriginal and Torres Strait Islander talent by providing the digital skills and professional production resources needed to amplify Indigenous voices online. The project sought to address the lack of authentic representation in the creator economy, using a First Nations lens to transform social platforms into tools for cultural empowerment and long-term career development.
Idea
Following extensive investigation into the digital needs of regional and urban Indigenous creators, Campfire x landed on a creative concept that merged high-end cinematic production with real-time social storytelling. Centred on the 2024 theme “Keep the Fire burning! Blak, Loud and Proud,” the program encouraged creators to be “Black and Deadly” while sharing their unique struggles and stories. The core message focused on using music, sound, and visual connection to the land to communicate First Nations identity to a global audience.
Execution
The execution involved an intensive immersive production and education program held at Meta’s Sydney headquarters in July 2024.
- Production Step: Up to 15 emerging creators were selected to participate in a series of workshops, where they were given access to Meta’s in-house studio and professional crews to produce “Hero” reels.
- Methodology: A unique mentorship model was implemented, pairing participants with industry leaders to upskill in shooting, editing, and professional content production.
- Cultural Protocol: The process prioritised authentic storytelling—such as capturing surfing and “connection with the land”—ensuring that creators could use “all these social platforms in the right way” to make the next generation of First Nations people “stronger and more powerful”.
- Timeline: The project included a 3-day intensive workshop followed by six months of ongoing support through assigned Instagram Partner Managers.
Outcome
The First Nations Creators Program has significantly impacted the visibility of Indigenous creators on global platforms:
- Digital Reach: The content produced during the 2024 program resulted in an increase in impressions and reached many people across Instagram and Meta’s platforms.
- Talent Development: The program successfully upskilled 15 emerging creators, providing them with content funding and direct industry connections to agencies and management teams.
- Impact: The initiative has empowered creators to share their “stories and struggles” in real-time, resulting in a greater uptake of authentic First Nations content by everyday Australians and international viewers.
- Industry Leadership: This ongoing partnership, now in its fourth iteration, remains a benchmark for how global tech giants can collaborate with First Nations agencies like Campfire x to achieve meaningful social impact.
Testimonial
Working with Campfire x on Connect to Country and Global Ray-Ban Stories campaigns was professionally rewarding. Peter Kirk and Brad Cooke bring exceptional creative capabilities and cultural expertise, with their commitment to excellence consistently delivering impactful results.
Campfire x xs approach demonstrated that inclusion isn’t just about representation, it’s about ensuring Indigenous people have genuine input and ownership throughout the creative process.
Culture permeates every aspect of their work, from initial consultation protocols with local Aboriginal Land Councils to ensuring majority Indigenous crews on productions. Their “trust-building” philosophy, while sometimes challenging traditional agency hierarchies, ultimately created environments where Indigenous talent could authentically shine.
Meta gained valuable insights into co-design methodologies and respectful digital storytelling. It has been excellent to see Campfire x continues taking on opportunities where they’re hired purely for their creative skill and dedication, beyond Indigenous-focused briefs. Their talent deserves that broader recognition.
Will Easton, Managing Director Australia & New Zealand, Meta
Campfire x xs approach demonstrated that inclusion isn’t just about representation, it’s about ensuring Indigenous people have genuine input and ownership throughout the creative process.
Culture permeates every aspect of their work, from initial consultation protocols with local Aboriginal Land Councils to ensuring majority Indigenous crews on productions. Their “trust-building” philosophy, while sometimes challenging traditional agency hierarchies, ultimately created environments where Indigenous talent could authentically shine.
Meta gained valuable insights into co-design methodologies and respectful digital storytelling. It has been excellent to see Campfire x continues taking on opportunities where they’re hired purely for their creative skill and dedication, beyond Indigenous-focused briefs. Their talent deserves that broader recognition.
Will Easton, Managing Director Australia & New Zealand, Meta