Rhythm releases national ‘Strong Born’ campaign for NACCHO

The National Aboriginal Community Controlled Health Organised (NACCHO) has collaborated with Rhythm for another national campaign, this time targeting Fetal Alcohol Spectrum Disorder (FASD).

Strong Born is a campaign designed to raise awareness of FASD and the risks of drinking alcohol while pregnant and breastfeeding, among Aboriginal and Torres Strait Islander peoples in rural and remote communities.

NACCHO, supported by the Foundation for Alcohol Research and Education (FARE), launched the Strong Born campaign across digital, print and OOH.

Working closely with NACCHO, Rhythm took a strength-based and culturally relevant approach to the development of the campaign, consulting with a national advisory group and clinical and cultural experts to create the Strong Born concept. Photographing Yawuru families in Rubibi (Broome) helped bring the idea to life.

NACCHO CEO Pat Turner said: “Growing strong healthy mums and bubs leads to healthy communities. Our communities need to understand the risks of drinking alcohol during pregnancy, and where to go for support, so they can ask for help if they need it."

Laura Morano, Rhythm’s senior account director, said: “This campaign encourages all people in community to play a role in supporting alcohol free pregnancies to grow a strong, healthy next generation. Strong Born creates opportunities to have culturally safe conversations, reducing stigma and shame”

The campaign includes posters, social media assets, illustrated information booklets, toolkits for community-controlled health clinics and a campaign launch video.

Credits:

Client: National Aboriginal Community Controlled Health Organisation

Senior Account Director: Laura Morano

Creative Director / Art Director: Stef Langton

Senior Creative / Copywriter: Gordon Haynes

Designer / Illustrator: Enzo Delyfer

Production: Rhythm Films

Executive Producer: Candice Shields

Editor: Gemma Rule

Photographer: Mauro Palmieri