Red Bean Republic worked with the Australian Government to launch the original You Me Unity campaign during 2011. After consulting with constitutional experts, parliamentarians and community leaders the campaign received bi-partisan support from Government with the next step to take it to the Australian public and put forward a case for a referendum.
In November 2012 You Me Unity rebranded to RECOGNISE. The RECOGNISE brand was born out of the need to simplify the message surrounding Constitutional Recognition and make the campaign more accessible to the Australian general public.
The RECOGNISE brand was launched at the dazzling ARIA Awards 2012 with legendary Aboriginal musical group, Yothu Yindi. Influential musicians and celebrities quickly became aware of the brand and television networks across the nation broadcast Yothu Yindi promoting the movement and sporting RECOGNISE merchandise.
Red Bean Republic rebranded all online and offline aspects of the campaign including the development of brand guidelines and the relaunch of all online assets including a responsive RECOGNISE website and social media channels.
An awareness building campaign was planned, produced and implemented across Social Media, Google as well as mainstream print advertising and radio advertising.
Branded marketing collateral and merchandise were designed and produced for activations across the country with an online store and donations feature introduced on the website for RECOGNISE supporters.
Online videos, online ads and print collateral were produced with RECOGNISE Ambassadors including Actor Luke Carroll, Model Samantha Harris and AFL Sporting legends Adam Goodes and Michael O’Loughlin.
The corporate identity of RECOGNISE was completely overhauled with all collateral redesigned and rebranded.
as of October 2013
As RECOGNISE approaches the next phase of the campaign already over 155,000 supporters have signed up to support recognition of Aboriginal & Torres Strait Islander peoples in our Constitution.
Our supporters have written over 48,000 posts about our movement… which have been read by 960,000 Australians
130 messages have been retweeted to an audience of over 600,000 people
360 people have donated over $22,000 dollars to the movement
as of July 2013
7,000 have browsed our online store, spending $8,500 in branded products
We’ve had over 35,000 website visits, with the average stay over two minutes
On average 96 new supporters join the movement every day
- November 2012 - ongoing