Connect to Country and ask “Where you from?”

Alexandra Sloane, Marketing Director, Facebook Australia – July 2, 2021


We’re 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. Today we’re jointly launching a new campaign 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.

In addition, Facebook Australia and Campfire x will launch a pilot series of unique First Nations stories that will be available on Facebook and Instagram to people who live in corresponding areas, connecting them with the land they’re on.  For instance, a story of the Gamay Rangers who care for the waters of Botany Bay (Gamay) will be shared with people in and around the La Perouse Local Aboriginal Land Council area using Facebook’s geo-targeting tools.

We’re also inviting Aussie brands and businesses to continue to embed First Nations culture as an integral part of their physical and digital footprints. We’re pleased to have support at launch from Coles, Tourism Australia, and Telstra who all have large national footprints and are committed to the value that Connect to Country will bring to all Australians.

‘Connect to Country’ spotlights positive storytelling and representation, and offers easy ways for everyone to make Indigenous culture an essential part of our everyday life. Member of Facebook’s Aboriginal and Torres Strait Islander Advisory Group and co-founder of Campfire x, Brad Cooke, says, “There are so many positive stories in our Aboriginal and Torres Strait Islander communities that need to be shared, and stories told by our own people. Our people are too often negatively represented in media and online. By creating a space of respect and positivity via Connect to Country, more people will have the opportunity to find out the stories from the land they live and work on, and be better connected to history, culture, and also Indigenous organisations and businesses that are doing amazing things.”

The Connect to Country campaign has been an industry wide collaboration bringing together more than 10 Aboriginal organisations and land councils together with industry in the first of several phases of the campaign. Initiated by Aboroginal owned and led media agency, Campfire x in partnership with Facebook Australia, working with the Brewarrina Local Aboriginal Land Council, Dubbo Local Aboriginal Land Council, Worimi Local Aboriginal Land Council and La Perouse Local Aboriginal Land Council, and other community organisations,  together with creative development by DDB Melbourne. OMD have also been instrumental in bringing on two of the first Bunji partner brands, Coles and Telstra.

For this first phase of the campaign beginning 4 July to mark NAIDOC Week, Australians  in four regions around NSW will see local stories from the people and land they live on, including Brewarrina, Dubbo, Port Stephens, and La Perouse. These stories will encourage people to learn more about their local First Nations communities  and the campaign will continue to grow in the coming months to share stories from more regions across Australia.

To learn more, visit:

To help personalize content, tailor and measure ads, and provide a safer experience, we use cookies. By clicking or navigating the site, you agree to allow our collection of information on and off Facebook through cookies. Learn more, including about available controls: Cookies Policy