this will never happen
Securing +$100M in funding from the Australian Federal government for the Australian Indigenous Education Foundation
"This will never happen" was the headline for a 2013 campaign by the Australian Indigenous Education Foundation...
designed to spark debate about the possibility of an Indigenous Australian Prime Minister. After running a portrait of a hypothetical Indigenous Prime Minister in The Australian newspaper with just this headline and the hashtag #IndigenousPM, we revealed the real goal: to raise $100 million to educate 7,000 Indigenous students to empower future leaders, including potential Prime Ministers.
The Campaign's Purpose:
Challenge Perceptions:
The campaign was launched in response to Newspoll research showing that two-thirds of Australians believed they would never see an Indigenous Prime Minister in their lifetime.
Raise Funds and Awareness:
The campaign aimed to raise $100 million for the AIEF's scholarship and support programs for Indigenous students, aiming to create opportunities for them to succeed and enter public life.
Generate Dialogue:
By presenting a provocative headline and an image, the campaign successfully generated widespread discussion on social media and in the news media about community perceptions of Indigenous leadership and opportunities.
The Launch and Reveal
The Ad:
A full-page portrait by Archibald Prize finallist Mathew Lynn, depicting an Indigenous man in a suit in a government office, appeared in The Australian.
The Reveal:
After the ad sparked conversation, AIEF revealed itself as the organization behind the campaign, explaining its goal to make the vision of an Indigenous Prime Minister a reality through better access to education for more indigenous students.