Spinifex GumDream Baby Dream
- Campaign
- Activation
Indigenous Australians are one of the oldest living cultures in the world. However, in their own country, they are heavily discriminated against. Many believe these injustices are symptomatic of Indigenous Australians not having a say in how their country is run. In 2020 and still to this day, there is still no First Nations voice in the Australian Constitution, leaving the original custodians of our land—the 800,000 Indigenous Australians living here—voiceless. When it came time for young Indigenous girls choir Spinifex Gum to release their new album, they wanted to use their music to create change. So, for the release of their new album, we collaborated and created a new single, ‘Dream Baby Dream’, a musical petition. We created a digital platform where the dream of every Australian could be expressed: A First Nations voice in the Constitution, and a fairer Australia.
The song was embedded into a custom microsite, where anyone could sing along to the chorus into a microphone, with their recording automatically mixed and mastered into the song. Continuously updated on all streaming services, the song featured the ever-growing number of people who contributed to it - the voices of Australia. The digitally-led microsite and the song became an interactive musical petition demanding change.
The final song, which featured over 20,000 voices was pressed onto a custom vinyl record and at their final show, which took place in the Marble Foyer inside Parliament House, the record was handed to the ministers of the Australian Government, demanding change from the voices of a nation. The campaign added to the national conversation and growing demand for a First Nations voice in the Constitution, and in the months following, the Indigenous Minister of Australia Ken Wyatt called for a referendum on the issue before the next Federal Election.
