The publisher’s trade marketing and creative services team supplied AIME (Australian Indigenous Mentoring Experience) with creative editorial, advertising, PR and social media campaign across print, online and broadcast media around the country.
The campaign encouraged consumers to “buy a hoodie, to join the conversation and spread the AIME message of mentors for a fairer world”, aligning with this year’s theme of “Making Mentoring Famous”.
Penny Fowler, News Corp Australia community ambassador and chair of the Reconciliation Working Group at News, said that building up young Indigenous Australians would help make a better Australia.
“Our partnership with AIME and the important work they do in facilitating mentorships for Aboriginal and Torres Strait Islander peoples, are stories we believe need to be told, to inform, advocate and inspire others to build a better Australia,” Ms Fowler said.
“We remain committed to our participation in the reconciliation of Aboriginal and Torres Strait Islander peoples and all other Australians; to close the gap between Indigenous and non-Indigenous Australians and give back to the communities in which we live and work to secure a stronger future for us all.”
Hoodie Day is AIME’s biggest fundraiser of the year, with the event falling in NAIDOC (National Aborigines and Islanders Day Observance Committee) Week. The organisation aims to close the gap between indigenous and non-indigenous Australians by encouraging and supporting Aboriginal and Torres Strait Islander students through school.