Celebrating Indigenous opportunity and excellence this NAIDOC Week 2021

Alisha Elliott, Head of Policy Programs - Australia & New Zealand – July 5, 2021


In 2021, Facebook is celebrating NAIDOC Week through working in partnership with more than 10 organisations to collaborate on programs and initiatives that celebrate First Nations cultures, encourage greater awareness of local First Nations communities and support First Nations small businesses to grow and reach more customers.

Official Partner of NAIDOC Week

Facebook is proud to be an inaugural official sponsor of NAIDOC Week, supporting the growth and evolution of the long-standing national celebration of First Nations achievement and storytelling in Australia. In recognition of the potential Facebook and Instagram have to connect all Australians with First Nations peoples, communities, and cultures and to spotlight positive storytelling and representation, we welcomed the opportunity to formalise our partnership with NAIDOC Week. We commissioned this year’s poster artist Maggie-Jean Douglas to create new Stories templates so more Australians can celebrate and participate in NAIDOC Week online by sharing the Traditional Land they live on and the First Nations accounts and creators they love to follow.  The most-followed Instagram account in the world, @instagram, will also spotlight NAIDOC Week by featuring content from Indigenous creator Sari-Ella Thaiday (@sarithaiday) to over 400 million followers.

Facebook and Instagram’s sponsorship also extends to supporting the 2021 National NAIDOC Awards which, because of COVID restrictions, will be held later in the year.

Encouraging Australians to connect to the country

In recognition of NAIDOC Week’s “Heal Country” 2021 theme, Facebook has partnered with Campfire x to launch ‘Connect to Country’– a movement to drive awareness amongst all Australians of the culturally significant Country upon which they live and work every day. We are proud to partner with Campfire x to elevate the stories of First Nations people, giving more Australians access to learn and understand the history of traditional custodians from their own backyard.

The Connect to Country campaign is an industry-wide collaboration bringing together more than 10 Aboriginal organisations and land councils together with industry and brings the world’s oldest storytelling culture to the world’s newest storytelling platform. The new campaign is asking all Australians “Where You From?” and encouraging them to discover more about their local First Nations communities, with resources available on the Connect to Country Facebook page. These resources include videos to learn how to acknowledge Country and tips for connecting with local community and language groups.

Elevating First Nations-owned small businesses

We are partnering with Trading Blak, a collective of Aboriginal businesses by jointly launching the Trading Blak Facebook and Instagram Shops to ensure their collective of First Nations owned and led businesses can reach more Australian customers. Trading Blak was founded in 2020 by 11 First Nations entrepreneurs, and aims to support up and coming Blak small businesses whilst also giving consumers an opportunity to learn and understand the nuances when buying in the Indigenous space. The collective has a physical shopfront in Warringah Mall, featuring products from over 50 Indigenous businesses, and the new Trading Blak Facebook Shop will take a selection of them to the whole of Australia and the world.

In celebration of the Trading Blak Facebook Shop, we are also launching a new range of stickers to support Indigenous businesses created by Warumungu / Wombaya woman Jessica Johnson from Nungala Creative. In the sticker pack are 5 stickers, including a new sticker to support Trading Blak’s #wearitblakwednesday, an initiative encouraging people to wear something from a First Nations owned business.

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