This year will be a defining moment for First Nations advocacy, as the window opens to shift public discourse and lay the foundations for transformative, long term change.

Passing the Message Stick is a groundbreaking research project to shift public narrative in support of First Nations justice and self-determination. The foundational research launched in 2021, and has been widely adopted by First Nations organisations, advocates, journalists and allies. The research has included focus groups and quantitative research with 1000+ First Nations people, contributions by 45 First Nations messaging fellows and has been used by hundreds of First Nations organisations, civil society organisations and journalists.

To make the most of this moment, and in the context of the upcoming referendum we’ve pivoted our resources to launch an urgent new messaging project to find the narratives that build public support for transformative change. 

Led by a steering committee of Dr Jackie Huggins AM, Larissa Baldwin-Roberts, Millie Telford and Kirsty Albion, and supported by GetUp and Australian Progress, this next phase of Passing the Message Stick includes messaging advice on building public support for treaties, truth-telling and representation, as well as specific guidance for organisations campaigning for Yes. 

Early findings 

We’ve just wrapped up focus groups, our dial test research is just out of the field.  We’re expecting to have full research findings available in May 2023, including all details about research methodology, audiences and practical examples of how to implement the findings. 

Early research findings demonstrate strong potential for mobilising public support and shifting the dial on a range of First Nations campaigns – representation, cultural heritage, health and education equity, treaties, law and justice and more. Topline early insights that are relevant to social changemakers are highlighted below.  

1.  Speak to higher order values like equity, respect and and listening to those most impacted

• The single most important thing we can do in this moment is to speak to higher order values like equity, fairness, respect and listening. 
• The most damaging thing we can do right now is to explain in-depth details, rebut opposition arguments by saying what we’re ‘not’, or buy into conservative attacks on First Nations-led campaigns for more ambitious change. These are losing strategies, weaken our message for a collective, brighter future, and in turn strengthen our opposition’s deficit narrative. 
  

2. Ambitious change is possible 

• The research shows there is widespread support for transformative policy change including treaties, truth-telling, a Voice to Parliament, land rights, and law and justice reform (for example, implementing the recommendations from the Royal Commission into Aboriginal Deaths in Custody). 
• In the context of the referendum campaign, talk about ‘Yes, and…’ – positioning the referendum as a step towards bigger change. The majority of people believe that the referendum is about more than a Voice to Parliament, it’s about sending a strong message of support for justice, equality and a fairer future for First Nations people. It is useful to talk about the referendum as a “step in the right direction” towards a better future.

3. Elevate First Nations strength and solutions 

• The most important messengers on any First Nations campaign are First Nations people. Elevate First Nations advocates and organisations through your communications, and do not contribute to conservative attacks on First Nations people contributing to the referendum debate. 
• Make sure all of your messages are grounded in First Nations strength, knowledge and expertise. Never repeat deficit framing which describes the problems First Nations people face without talking about the reasons inequity exists.

Want more information?

Over the coming weeks we’ll be pulling together a full research report, summary guide and website with specific advice on how to win campaigns in 2023. 

Public briefings for First Nations campaigners, organisers and communicators, community controlled organisations and ally organisations will take place from May 2023.  Subscribe to the Australian Progress email list [insert details] to stay up to date. 

The foundational research can be found at passingthemessagestick.org.