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With 85% of youth suicides being Indigenous people, we had to help this demographic. With extensive research, we learned that Indigenous people's mental health is intrinsically connected to their land. Land which was stolen. Land which continues to be unrecognised. Australia is the only Commonwealth country without a land treaty with its indigenous peoples. Without it, the mourning of loss continues, and indigenous people cannot heal.
Unfortunately, the average white Australian doesn’t even know this is an issue. We forget this land is stolen. Ignorance truly is privilege. We created a jarring reminder of our land's history with a time travel experience that transforms urbanised spaces into what they looked like pre-colonisation - all through the Snapchat AR lens.
Role | Idea, concept, strategy, copywriting & art direction
Client | Snapchat Creative Council in collaboration with Virtual Songlines
Unfortunately, the average white Australian doesn’t even know this is an issue. We forget this land is stolen. Ignorance truly is privilege. We created a jarring reminder of our land's history with a time travel experience that transforms urbanised spaces into what they looked like pre-colonisation - all through the Snapchat AR lens.
