Adland marked NAIDOC Week with Indigenous-led panels, creative showcases and calls for greater representation across agencies.
NAIDOC Week is a celebration of the history, culture and achievements of Aboriginal and Torres Strait Islander people.
This year marked 50 years since NAIDOC Week began.
The 2025 theme, The Next Generation: Strength, Vision and Legacy, paid homage to the work of Indigenous ancestors and the future leaders continuing to create change.
The industry has hosted, launched and participated in both internal and external initiatives to elevate First Nations voices and drive lasting change.
Nani Creative, part of the team behind The Wadjemup Project, kicked off the week at the National NAIDOC Awards.
The Aboriginal-led creative studioalso attended a lunchtime yarn at John Curtin Gallery in Perth, and met with local families in Ballardong Country for a community focus group session.
“We were proud to see the Wadjemup Project Steering Group recognised with the Caring for Country and Culture Award,” a Nani spokesperson told AdNews.
“The Wadjemup Project is an ongoing initiative to reconcile the history of Aboriginal people’s imprisonment on Rottnest Island, helping to deliver truth-telling, ceremony and commemoration strategies.”
Outdoor company oOh!media showcased the official NAIDOC Week poster, Ancestral Lines, by Indigenous artist Jeremy Morgan Worrall across its Retail and Office networks.
The artwork was inspired by the artist’s ancestors and the passing down of knowledge, culture and resilience through generations.
WPP Media had a smoking ceremony and a native morning tea catered by a 100% Aboriginal owned and controlled business.
Paramount Australia celebrated NAIDOC Week by featuring First Nations place names of major cities on its national weather map during 10 News Lunchtime.
Internally, the media company celebrated with an educational and cultural performance by Walangari Karntawarra and Diramu Aboriginal Dance and Didgeridoo.
Staff also enjoyed lemon myrtle shortbread from Dreamtime Tuka and heard Kirby Bentley speak about how she represented her culture on Australian Survivor.
“My journey into Survivor came from a place of wanting to push myself, represent mob in mainstream spaces, and show that our resilience isn’t just history, it’s alive and beating strong in us today,” Bentley said.
“I went into Survivor not just as an individual, but carrying my people with me, always. I want our people to see what they can be.”
The IMAA has supported Indigenous initiatives through its partnership with Kings Narrative, including a cultural immersion trip to the Northern Territory with 12 senior marketers.
Cultural training provider Mirri Mirri hosted guest presentations, panels and a screening of BIG BOSS - The Last Leader of the Crocodile Islands, followed by a Q&A with the main character.
Co-founder Paul Sinclair also ran an online workshop about mastering the art of a meaningful Acknowledgement of Country.
Independent agency Rare has the Bindjareb Middars Dance Performance at its Perth office.
Rare senior account manager Maeve Wadsworth said it was the highlight of the week.
“On a rainy Tuesday, their incredible energy and vibrant storytelling through song and dance brought a much-needed burst of sunshine,” she told AdNews.
“It was an absolutely enriching experience to witness their powerful performance.”
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