How Sending Mail Encouraged Australians to Learn About Their Local First Nations History

Australia Post recorded increasing interest in the Traditional Place names topic, however it wasn’t translating to use of First Nations language on mailing labels. Indications showed many Australians were afraid to use First Nations language in case it was used incorrectly. The challenge for this campaign was to demystify the use of First Nations language and make the topic more accessible to a wider audience. In doing this, we could encourage Australians to learn more about the First Nations origins of their home city; acknowledge our nation’s past; and celebrate the enduring strength of First Nations people and culture.

The advertising campaign mobilised Australians to ’Embrace Your Place’ by inviting them to learn more about their local First Nations history. Featuring Traditional Owners from four major cities in Australia, the campaign familiarised viewers on the Traditional Place name, its meaning and why understanding this is an opportunity for Australians to learn about their local First Nations culture. The video also showcased four First Nations businesses, customers of Australia Post, who encouraged the use of Traditional Place names on mailing addresses and how this small act can help connect Australians to language and culture that’s been around for 60,000 years.

Reconciliation in Australia is about strengthening relationships between Indigenous and non-Indigenous peoples, for everyone’s benefit. An important part of this is shaping a society that recognises First Nations cultures and heritage as a proud part of a shared national identity. This campaign drives awareness of how to use Traditional Place names when Australians address their mail - a small nudge towards reconciliation. Traditional Place names content continues to be the biggest driver of organic search traffic to Australia Post’s Community Hub blog page, showing a growing interest in understanding how individuals can be more inclusive of First Nations culture.