How will you go Beyond 3%?
Contribute to a more inclusive future
Aboriginal and Torres Strait Islander peoples represent 3.3% of the Australian population however1, the media that exists to serve these communities are not often considered as part of advertising campaign planning. NITV is proudly one of many across Australia providing a voice for Aboriginal and Torres Strait Islander peoples, and a place for their stories to be shared, explored and celebrated, but it’s estimated that less than 0.3% of advertising in Australia invested in media is dedicated to reaching these audiences2.
Beyond 3% seeks to engage media agencies to begin to address this gap by learning more about the role and value of First Nations media in Australia today, doing more to be inclusive as an individual or an organisation in this sector, and re-thinking media spend by committing to increasing investment in Indigenous media platforms to at least a 3 per cent target.
Course correcting the current gap in investment in the Indigenous media sector has a direct impact in improving the diversity of stories and perspectives in our media landscape. Your investment is a vital contribution to the strength of First Nations media around the country, supporting opportunities for the next generation of talent, and empowering Aboriginal and Torres Strait Islander voices, peoples and communities.
Read more about Beyond 3%, including support from some of Australia’s leading media agencies making the commitment, in the media release.
1. Census, Australian Bureau of Statistics, 30 June 2016
2. Based on Standard Media Index (SMI) data available for relevant media, for 2019 vs 2020.
What you can do to go Beyond 3%
Participants who choose to take part in the Beyond 3% initiative can contribute in two ways: education and investment. If you are an advertiser, marketer or content creator, click below to find out how making small changes can positively impact the Indigenous media sector.
Individuals and organisations can personally commit to learning more about Aboriginal and Torres Strait Islander cultures through a range of SBS-run education and immersion sessions or by reaching out to qualified Indigenous-owned organisations. Learning more helps to shift long-held views and behaviours that can create barriers for growth and opportunity.
Engage Indigenous media platforms and environments with the aim of moving towards a minimum of 3% of your media investment (against all people) being in this space. Investing in Indigenous media contributes towards creating more content for and by Aboriginal and Torres Strait Islander peoples. This in turn drives further employment in the sector and has a positive impact of representation on and off the screen.
The media industry is ready for change
“There’s been a strong focus on equal representation in our industry for years, but sadly it’s often all talk and little action. That’s why we’re incredibly proud to work with and support SBS/NITV Beyond 3% initiative. We’re equally proud as an agency to commit to this cause, and look forward to others joining us.”
Melissa Fein — CEO, Initiative
“In an era where we obsess over brand safety, I encourage Australian businesses and their agencies to progress this further. We need to extend the conversation to brand suitability and critically, brand responsibility by questioning the responsibility your brand has to financially and commercially contribute and sustain the voices of Australia’s First Nations people.”
Aimee Buchanan – CEO, OMD Australia
“At GroupM All Means All, and an inclusive culture is at the heart of our vision. Diversity and inclusion is key to a strong and vibrant media landscape and GroupM and our agencies are proud to support this excellent initiative from SBS to make real progress in representation of Indigenous Australians, their voices and their stories across the media.”
Mark Lollback – CEO, GroupM Australia
Beyond 3% collaborators
Thank you to the many Aboriginal and Torres Strait Islander peoples who contributed their time and knowledge towards helping develop this campaign.
PwC Indigenous Consulting
PwC Australia Indigenous Consulting for providing guidance on the campaign strategy.
33 Creative, a proudly Aboriginal-owned media and events agency who produced the campaign video.
Jeremy Worrall, a proud Gamilaraay and Ngarabal man, graphic designer and animator with a passion for carrying on his culture through art and community.