R/GA and Nooky Empower Indigenous Youth with ‘We Are Warriors’ Platform

26 January 2023


In collaboration with Indigenous rapper and radio host Nooky, R/GA Australia launched “We Are Warriors” (WAW) — a platform designed to inspire Australian Indigenous youth by showcasing positive role models from within their own community.

Launched on January 26th in 2022, a day also known as “Invasion Day” that marks the beginning of a long history of displacement, violence, and discrimination against Indigenous Australians — the social enterprise was created to empower youth by making Indigenous success stories more visible. The launch featured the stories of six “warriors” who have achieved success in areas such as music, fashion, photography and performance.

With the initial goal of addressing the lack of positive representation of Indigenous Australians in mainstream media — which perpetuates negative stereotypes and leaves many Indigenous youths feeling limited — WAW has gained significant momentum, with JD Sports introducing WAW “Welcome to Countries” POS across 50 stores across Australia, and a TikTok partnership valued at $20k in sponsorship for 2023 content production. Adobe has also committed to developing a WAW academy program, facilitating pathways into creative internships and work placements. In just over a year, WAW has earned the advertising equivalent value of AU$1.3 million in PR coverage, including features in Complex Magazine, National Indigenous Times, VICE, and more.

To further support the WAW initiative, R/GA and Nooky launched “Blak Powerhouse,” a free, all-ages event that took over Sydney’s Powerhouse Museum and showcased Blak excellence in music, film, photography and art. The event turned a day of oppression into a day of inspiration for 4,000 people.

Due to the immense success of the initiative, a grant from the City of Sydney has enabled WAW to establish a physical space in a high traffic area — the Warrior Community Centre. The center will provide a space for thousands of people to gather and continues to inspire Indigenous youth in Australia to achieve their dreams.

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