From birth, the odds are stacked against Indigenous Australians. A lack of representation means a lack of role models. We Are Warriors, an organisation owned and run by Indigenous people, is here to change that. R/GA was asked to develop a socially conscious, politically charged initiative to empower Indigenous young people to succeed. By putting a spotlight on Blak excellence, it shows younger generations of Indigenous people that the sky is the limit. Collaborating with allies, organisations, and the world’s biggest brands, the initiative invited them to join the movement, shift the narrative, and become anti-racist Warriors.
What did the judges have to say?
WAW completely breaks with category convention. Its identity is powerful and distinctive, challenging common representation of Aboriginal culture with a respectful reimagining of the iconic Aboriginal flag that threads through from the idea to the incredibly powerful logo. It is unapologetically proud in every way. As it should be.Melissa Baillache, Executive Creative Director, For The People
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