Project 1 Million was a social media campaign designed to tackle racism, involving stakeholders from charities, media organisations, digital marketing agencies, donors and supporters.
The purpose was to reach, challenge and inspire at least one million Australians through the power of digital media and positive storytelling; with our ultimate goal being to increase the understanding of marginalised communities and increase social cohesion within Australia.
The Community Builder team initiated the project in a quest to help develop the digital capacity of charity organisations, by making video content stretch further than is the norm, and by encouraging greater collaboration among organisations with similar aims.
Community Builder partnered with Amnesty International, All Together Now, The Long Walk and Children's Ground on the project. Each charity partner presented with objectives specific to their organisational aims, including increased engagement on social media, growth of mailing databases, increased reach for online video messaging and attracting new donors.
Youthworx Productions created four impactful video stories for the campaign, featuring protagonists Michael Long (former AFL footballer and founder of The Long Walk), Aliir Aliir (Sydney Swans AFL footballer and refugee), Leonie “Kngwarraye” Palmer (Indigenous Arrernte elder and community leader), and Chandra Banerjee (volunteer and recently arrived migrant).
Local digital marketing agency Loud Days supplied strategic support for the campaign to ensure that the objectives of all stakeholders are being measured and met. The campaign recently ticked over 400,000 views and is on track to surpass 1 million in 2018.
Project 1 Million also offered several production assistant and editing roles to young people who gained meaningful employment experience through their contributions to the project.