What's Brewing At Mischief
 

Pink Sari Project

Client: NSW Multicultural Health Communication Service & Cancer Institute

BRIEF:
Women from Indian and Sri Lankan background in New South Wales have one of the lowest mammogram rates.

CREATIVE SOLUTION:
The Pink Sari Project was created as a community initiative to engage in an evocative way with women from Indian and Sri Lankan backgrounds, encouraging them to manage their own health and screen regularly, and the community to support these women to do so.

Portraits in Pink:

An exhibition and publication on breast cancer survivors from an Indian and Sri Lankan backgrounds in New South Wales.

The Pink Sari Project hosted a photo and text exhibition, featuring 28 portraits and stories of breast cancer survivors from Indian and Sri Lankan backgrounds in New South Wales to raise awareness on the importance of mammograms.

The exhibition featured portraits of 14 breast cancer survivors taken by 14 professional photographers from Indian and Sri Lankan background. The photographers volunteered their time to address a "culture of silence" on breast cancer in the two communities, and the personal stories of the survivors were also presented alongside the photos at the exhibition, empowering women from Indian and Sri Lankan communities to take charge of their health. The images and stories were compiled into the Portraits in Pink book, and distributed to community organisations and forums.

The project was led by NSW Multicultural Health Communication Service (MHCS) in conjunction with BreastScreen NSW and Refugee Health Service, supported by an interdisciplinary academic team from the University of Technology (UTS), and funded by the Cancer Institute NSW.

EARLY RESULTS:

  • Breast screening rates increased significantly after only three months of community engagement
  • The Cancer Institute NSW is funding a second year of activities
  • High engagement from Indian and Sri Lankan community organisations
  • Having 14 women from the community to lend their 'faces' spoke volumes about shedding the culture of silence on breast cancer in the community

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Life Giving Stories

Client: NSW Multicultural Health Communication Service & NSW Organ and Tissue Donation Service

BRIEF:
To engage culturally diverse communities on the unsexy topic of organ and tissue donation and encourage them to consider becoming a donor, and have conversations about this decision with their loved ones early on.

CREATIVE SOLUTION:
Performance art and organ donation don’t usually mix. "Life Giving Stories: Five storytellers on the ultimate gift of life" is a new initiative combining the two, in a bid to raise awareness in multicultural communities. We engaged master storyteller and photographer William Yang and writer and producer Annette Shun Wah as directors, and brought together five storytellers from a CALD background to tell personal stories about their lives.

In collaboration with NSW Organ and Tissue Donation Service, Performance 4A and Co.As.It, we produced Life Giving Stories, an inspiring storytelling event showcasing the stories of organ and tissue recipients to increase awareness and highlight the importance of organ and tissue donation in the CALD communities.

From a heartbreaking story of grieving parents who donated the organs of their son, to the unexpected strong bond between two siblings and a family who received and donated organs, these touching narratives drew upon the diverse life experiences of five storytellers from an Italian, Maltese, Serbian and Filipino background to capture the audience's hearts and engage audiences on what is a usually difficult and unappealing topic.

Accompanied by rare photographs from private collections, the stories revealed engaging and moving insights into family, hardship, conflicts and determination.

EARLY RESULTS:

  • There was full attendance at the event.
  • It was evident in the Q&A at the end of the event how moved and engaged the audience was on the topic of organ and tissue donation, and showed their understanding of the difference the personal decision to be an organ donor could make for others.
  • Feedback gathered from the audience:

    “To find strength as a donor family at such a hard time is beyond comprehension. Admiration for all your storytellers.” ~ Robbie Zammit

    “I was very moved by all the stories today - thank you for sharing your journey with us, it was a privilege.” ~ Sheila Pham

    “It’s very inspiring and appeals to your sense of giving .” ~ Serna Ladia

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Our Art Is Living

Client: Darwin Aboriginal Art Fair

BRIEF:
To create a consistent theme and brand identity for DAAF, and to present DAAF as the unique space of cultural sharing and learning, and where the works of artists from Aboriginal owned Arts Centres that DAAF represents can be seen and bought.

CREATIVE SOLUTION:
We conceptualised an evocative and honest phrase, "Our art is living" to launch DAAF 2013. Taking a more artist-centric approach, "Our art makes more than a living. Our art is living" underscores to the reader the significance of art to the artist and their community.

It tells the reader that aboriginal art is steeped in culture and spirituality, and that by coming to the fair they can have an immersive experience all under one roof.

RESULTS:

  • DAAF 2013 managed to attract the attendance of Darwin's Lord Mayor Katrina Fong Lim, Nova Peris, Labor Senate for the Territory, Ernie Dingo, and The Honourable Peter Garrett AM MP.
  • DAAF grew its Facebook likes by 300% and also increased engagement with followers.

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Backpackers Sexual Health

Client: South Eastern Sydney Local Health District

BRIEF:
International backpackers have high rates of partner change, hazardous level of alcohol and other drugs consumption and low rates of condom usage creating an environment conducive to STI transmission.

CREATIVE SOLUTION:
To appeal to the backpacker community, we used imagery synonymous with party and travel, with a line "I'm discovering more than Sydney's sights."

The objective of the campaign is to educate young international travellers staying in backpacker and/or hostel type accommodation on STIs. The campaign also encourages safe sex behaviours by providing condoms and lube in a tin. Poster, brochure, website and tin were produced with information about services and costs associated with sexual health checks for backpackers in Sydney.

RESULTS:

  • The University of NSW Health Services, WAYS Youth Services and twenty hostels in Coogee, Bondi, Kings Cross, Glebe, Sydney CBD, and Cronulla participated in the campaign resources distributions.
  • More than 100 posters, 2,000 booklets and 5,000 safe sex tins have been distributed since the campaign was launched in December 2012.
  • City of Sydney and Waverly Councils supported the campaign's roll out, displaying the poster on selected bus shelters in their areas. Twenty-eight bus shelters in the City of Sydney Council and 13 in Waverley Council were decorated with the posters between March and April 2013.
  • 50% of survey participants rated the overall campaign as excellent and 10% as good, and respondents indicated various levels of appreciation towards the effectiveness, popularity and practicality.
  • 90% of respondents indicated there was no barrier in displaying the campaign.
  • 30% of respondents received enquiries for more information from backpackers.
  • All respondents indicated interest in receiving and distributing the campaign resources in 2013/14.
  • Between September 2012 and March 2013, there were 14,023 visits to the site with 6,682 visits from Sydney area. These respectively represent a 246.85% and 246.22% increase from the 4,043 and 1,930 visits the same period in the previous years.

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A-Men

Client: Acon NSW

BRIEF:
Gay asian males is a demographic within the gay community that has very little voice. This makes them vulnerable to low self esteem, depression, risk taking and HIV.

CREATIVE SOLUTION:
We designed and helped launch a magazine called A-Men to promote diversity and multiculturalism in the Sydney gay community. The magazine and launch event were a coming together of the Asian gay community to tell their own stories. The magazine featured stories and photos of over 30 gay asian men in Sydney, presented not as one homogenous race, but of many diverse backgrounds from South to East Asia. The launch was a cultural extravaganza with ethnic dances and performances by gay Asian men, officiated by Lord Mayor Clover Moore and Hon. Michael Kirby. The teaser for the launch questioned the community's stereotypical image of sexiness.

RESULTS:

  • A-Men magazine was made available as hardcopy and as a free online publication.
  • 1,000 hard copies were distributed to the community and to prominent sexual health clinics, support groups and gay media.
  • The launch was featured in a 5-minute segment in SBS World News.
  • The A-Men facebook page grew exponentially to 448 members in just a month.
  • The project received local coverage from SX magazine, Inside Out Channel and Same Same.
  • It also received favourable interest internationally.

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Home Sweet Home

Client: Common Equity NSW

BRIEF:
The cooperative housing industry has been growing a steady pace in NSW. Common Equity NSW needed more leverage in the media to to secure housing titles from the state government.

CREATIVE SOLUTION:
We told the stories of Common Equity's cooperative housing members, Theresa, Hinemoa and Michael. Bringing their stories to life, we illustrated what was made possible through cooperative living.

RESULTS:

  • Common Equity, its CEO and the stories of its cooperative housing members received media coverage on ABC Online, SBS Radio, The Wire (Community Radio) and SBS Website.
  • The stories were also aired at Common Equity’s AGM and celebration of the International Year of Cooperatives (2012), which harnessed a never before felt solidarity, pride and community spirit amongst the cooperative community housing members, an outcome the organisation recognised as worthwhile in itself.

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Jom Balik Undi

Client: Malaysian Citizens

BRIEF:
The 13th general election in 2013 was critical for the future of Malaysia. For the first time in a long time, the public was not apathetic about the possibility of a brand new Malaysia. Overseas Malaysians were identified as key in influencing the results of this election.

CREATIVE SOLUTION:
Coalition of Mischief devised a viral campaign to urge all Malaysians abroad to fly home to vote in the upcoming 13th general election. Headlined "It's Time For Change, Malaysia", the Jom Balik Undi (JBU) campaign (Malay for "Go Home and Vote") called on all Malaysians to get on board and spread the word by submitting photos of themselves holding a sign with their personal message of change and hope written on it.

RESULTS:

  • Despite a minimal budget, JBU became a movement that spread far and wide across the world in the lead up to the elections.
  • The photos were collectively shared over 60,000 times on Facebook, and numerous press write-ups covered the JBU campaign.
  • The elections managed to secure 85% voter turnout, one of the highest ever in the world, and especially notable given Malaysia’s non-compulsory voting system.
  • The campaign successfully instilled in Malaysians at home a sense that they were not alone. It gave them confidence and space to publicly express their views about the current state of politics, a turning point because Malaysia has a long history of suppression and silencing voices of dissent.

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Jom Balik Undi Bah

Client: Malaysian Citizens

BRIEF:
Jom Balik Undi (JBU), KOMAS and Focus on Sarawak (all Malaysian NGOs) wanted to mobilise and enable Malaysians from Sabah and Sarawak to head back to their hometown to vote in the 13th General Elections. Most of them were either low income earners or students in West Malaysia, and thus unable to return to their hometowns as flight and travel costs were too expensive for them.

CREATIVE SOLUTION:
A Paypal-based global donation fundraising campaign was created to help East Malaysians return to their constituencies and exercise their right to vote. It appealed to all Malaysians, ex-Malaysians and democracy supporters globally to donate, and in doing so ensure high voter turnout and reduce election fraud. A direct appeal poster, video and dedicated Facebook tab was created.

RESULTS:

  • A total sum of $42,125.98 was raised in 3 weeks, allowing over 100 voters to return to their constituency to vote.
  • All this done on a budget of $0.

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Jom Balik Undi - BAH

 

Tonle Sap Lake

Client: Engineers Without Borders

BRIEF:
Cambodia's Tonle Sap Lake and its surrounds are home to 1.5 million people. They have a huge sanitation problem. Faeces-contaminated water leads to the spread of waterborne diseases such as diarrhoea, which is sadly one of the three leading causes of death in Cambodia for children under five. Engineers Without Borders (EWB) has a solution -- reinvent the toilet.

EWB needed to raise money to fund more volunteers for this sanitation project.

CREATIVE SOLUTION:
A Christmas appeal campaign to EWB supporters to help solve the sanitation problem for 1.5 million Cambodians. The "Engineers see the world differently" campaign reaches out in a humorous way and humanises the project by presenting it through the eyes of Gab, a Water Process Engineer volunteering on the project.

RESULTS:

  • $8247 was raised, 35% more than last year's Christmas Campaign.
  • Two email blast were sent with 25% and 19% open rates.

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Engineers Without Borders

 

Chindian

Client: The Chindian Diaries

BRIEF:
There is a growing community of Chinese and Indian families, in particular in Asia. With the sensitive issue of racial disharmony in Malaysia, Singapore and worldwide, Kevin Bathman of Coalition of Mischief wanted to address this discussion by showcasing stories from the Chindian community.

CREATIVE SOLUTION:
An arts and community project called The Chindian Diaries aims to document the stories and raise the profile of the community. With the Chindian community in Malaysian and Singapore being a minority within a minority, the project hopes to pay homage to both cultures and questions the impact of mixed marriages and cultural identity.

RESULTS:

  • The project was picked up by SBS World News and viewed 2000 times (as of end November), Brunei Times and MyPaper Singapore. It has also garnered over 1,100 fans on Facebook and numerous shares on posts.
  • Media dollar spent: $0

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