Country Road has seen a social media takeover to align with this year's NAIDOC theme of 'Heal Country'.
Cox Inall Ridgeway senior consultant Yatu Widders Hunt, a proud descendant of the Dunghutti and Anaiwan Peoples from north-western NSW, led the Instagram takeover to celebrate Country through the eyes of local community members on the ground.
Nina Fitzgerald from Kakadu, Cape York and Torres Strait Islands and Nyikina woman Sara Bergmann took followers 'On Country' through the brand's Instagram stories.
Country Road brand community and impact manager Fabia Pryor said the company first worked with Indigenous-led consultancy Cox Inall Ridgeway to run cultural education training with staff in 2019.
The brand has since engaged in a number of important programs, including partnering with the Darwin Aboriginal Art Fair Foundation in 2020.
"This has been an intentionally slow and considered process to ensure our support is based on the needs and wants of Indigenous designers and artists.
"Under the principle of co-design, community voices are at the centre of decision making - therefore our role has been to first listen," Pryor said.
Widders Hunt said the highlight of the latest project was working with Fitzgerald and Bergmann to take viewers On Country.
"At a time when many Australians are in lockdown, it's also nice to be able to build those connections to Country and show people incredible places through the eyes of those who live on and care for that Country," she said.
"It's just a great example of what brands and businesses can do to shine a light on the things that matter and drive real social change through storytelling."
