The Voice to Parliament referendum in October 2023 was a pivotal moment in Australian history. Driven by our belief in using digital technology for social good, Utility Creative led an international song and video collaboration Talk Different (Raise Your Voice), to shine a light on the importance of equal rights for Indigenous people.
The #RaiseYourVoiceAustralia campaign aimed to inspire young people to vote in the referendum and serve as a timely reminder that they have the power to create social change.
We joined forces with well-known Irish producer Rori Coleman (U2 and Stevie Wonder), New York based producer Ronan Coleman (EDGAR LOOP), and Songlines Music Aboriginal Corporation, to create a song and video that would continue to inspire and resonate, regardless of the referendum result.
The song, which featured UK based rapper MJR (Major), Indigenous rapper Miss Hood and world-renowned Indigenous artist Stan Yarramunua on the didgeridoo was launched nationally to radio and is now being played on radio stations across Australia, from Melbourne to remote Indigenous community radio stations in West Australia, Queensland and the Northern Territory.
Through an extensive media relations and social media campaign, we reached more than 1 million people in the lead up to voting day (14 October 2023). This includes 45,300+ video views, social media reach of 460,000+, 546,000+ via national, music and Indigenous media, and 2,000 impressions on our campaign press kit website.
Importantly, the song and video continue to resonate long after the referendum, with social media engagement, video views and song streams, continuing to grow post campaign. To read more about the project visit raiseyourvoicepress.com.
