Recognising reconciliation across the state

Celebrating Queensland’s dedicated reconciliation champions

Aruga has proudly been part of the Queensland Reconciliation Awards team for the past six years, over which time we have partnered with the Queensland Government to shine a spotlight on the many inspiring collaborations and projects advancing reconciliation across businesses, community organisations, education institutions and government agencies.

In 2024, Aruga orchestrated a variety of media coverage in print, broadcast and online mediums delivering a two-phased campaign to drive nominations from all corners of Queensland and later celebrate the winners’ initiatives. In addition, Aruga elevated the campaign by producing and distributing a compelling Video News Release for TV News media across Queensland.

The result? A remarkable 200% increase in the number of media clips year-on-year, along with a 62% year-on-year increase in audience reach.

Results

228

media clips

200%

increase in media clips year-on-year

1.58M

potential audience reach

$44.9K

ASR value

100%

share of voice

194

radio clips

14

online clips

10

print clips

10

TV clips

Deliverables

Ambassador Management

Aruga leveraged the announcement of the Awards’ new ambassadors Jimi Bani and Chern’ee Sutton to secure in-depth interviews, profiling their passionate commitment to reconciliation.

Video Production

Aruga’s in-house Content Producer captured a video news release at the Awards Ceremony which was then distributed to state-wide TV news networks and leveraged for 2025 marketing opportunities.

Media Relations

Aruga achieved comprehensive media coverage, strategically targeting key areas in Queensland to boost nomination engagement and facilitate unique media moments.

Winning tactics

North Queensland and regional Queensland communities were a large campaign focus, so Aruga secured a photo opportunity in the Townsville Bulletin and nomination announcement across 10 News First Queensland’s regional TV bulletin to drive awareness in this priority market.

Aruga showcased the Awards’ new ambassadors Jimi Bani and Chern’ee Sutton by securing two state-wide syndications with ABC Radio. This strategic move reached both regional and metro communities across the state, driving geographically diverse nominations.

Aruga moved swiftly! As soon as the 2024 winners were announced, Aruga spread the good news far and wide, securing an online feature with ABC, a full-page spread in Koori Mail, and interviews on National Indigenous Radio Service.