Ethnic minorities worldwide have faced particular challenges during the pandemic. Through volunteering and creative campaigns, we helped highlight the work of Aboriginal communities during a challenging time. NAIDOC Week celebrations are held across Australia each July to celebrate the history,
culture and achievements of Aboriginal and Torres Strait Islander peoples. In 2020, due to the COVID-19 pandemic, the celebration was postponed to November. Indigenous communities around Australia also faced a severe reduction in visitors to their art and community centres.
NAIDOC Week was a chance for brands to reach out and make a real difference.Broadway Shopping Centre in Sydney asked us to create something special to mark the event. In addition, Pinterest tasked us to create a campaign to acknowledge the importance of NAIDOC Week.
We worked with indigenous artists on a bespoke artwork installation for the Broadway mall, hosting a pop-up gallery from Boomalli Aboriginal Arts, weaving workshops and running the First Nation Fashion Pop-Up Store. Many of our people volunteered their time to run activities during the event.
For Pinterest, we launched the Northern Indigenous Renaissance, a bespoke virtual exhibition with artworks and images from art centres across northern Australia.
Thousands of visitors visited the Broadway mall in NAIDOC Week to see the artwork and pop-up store. Over ten days, our volunteers helped to generate over AUD60,000 in sales. We helped secure 16 pieces of media coverage about the event, including broadcast TV, and over 6.8 million online impressions.
Our Pinterest activity during November 2020 generated 7 million impressions, 42,000 clicks and 1.2 million video views.
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