Reconciliation Australia has unveiled its National Reconciliation Week 2024 campaign, themed 'Now More Than Ever'. The campaign, supported by an integrated national campaign across various platforms, is a call to arms for Australians to continue the fight for justice and the rights of Aboriginal and Torres Strait Islander people.

Developed by social change creative agency Carbon Creative, the theme 'Now More Than Ever' serves as a reminder of the ongoing struggle for justice and the rights of Aboriginal and Torres Strait Islander people. The campaign underscores the importance of continuing to tackle the unfinished business of reconciliation, backed by the 6.2 million Australians who voted YES for better outcomes for First Nations people.

The campaign launched in May, in the lead up to National Reconciliation Week 2024, which started on Monday and will run through until Monday 3 June. It has been running across TV, outdoor, radio, online, social, and print, with media planning and buying handled by OMD. The theme design and artwork for National Reconciliation Week 2024 encapsulate the momentum of the theme 'Now More Than Ever'. The chevron, a universal symbol for direction, signifies advancing as one as we look towards a reconciled future. The vibrant artwork of Gubbi Gubbi artist Maggie Douglas encourages connection, understanding, and forward movement.

Wayne Denning, a Birri and Guugu Yimidhirr man and the founder and Managing Director of Carbon Creative, said: “As the failed referendum showed, there is much more to be done to reconcile Australia. This isn’t and can’t just be about Aboriginal and Torres Strait Islander people but all Australians coming together this week and every week doing their bit, big or small. Through education and truth telling – without blame or – shame, we can move forward.”

The campaign statement echoed this sentiment: “There is so much to be gained for the whole of Australia, not just First Nations if we genuinely commit and take action towards reconciliation, in our daily lives.”