NAIDOC Week: What Facebook, Instagram And Tik Tok Are Doing

Wayne Quilliam Photography
Robyn Foyster Robyn Foyster has been verified by Muck Rack's editorial team


Jul 02, 2021

NAIDOC Week (July 4 – 11) is being celebrated this week and a special part of it this year is the launch of ‘Connect to Country’ on Facebook and Instagram and streamed indigenous music and performances including Jessica Mauboy on Tik Tok.

Facebook & Instagram

The ‘Connect to Country’ collaboration between the Indigenous creative agency Campfire x and Facebook Australia aims to drive awareness amongst all Australians of the culturally significant Country upon which they live and work every day.

It’s an opportunity for us all to connect with the world’s oldest continuous culture, and encourages brands and businesses to embed First Nations culture as an integral part of their physical and digital footprints. There is also going to be a spotlight on positive storytelling and representation, which will help make it easy for everyone to make Indigenous Culture an essential part of our everyday life.

Melissa Kirby, Ngemba Custodian and Brewarrina Local Aboriginal Land Council member said: “‘Connect to Country’ is Country speaking through a group of people.This communal approach doesn’t just mean people tell their stories on Country, it tells us Country is intelligent and alive. It’s about knowledge in technology coming out of being embedded in the landscape. ‘Connect to Country’ is about the entire system of Country, inclusive of people, animals, plants, ocean, and river, coming together like one big spirit.

“This project captured local people doing normal everyday things, how they celebrate culture and life through Country. ‘Connect to Country’ privileged the local narratives and voices of the Ngemba custodians, empowering local talent and traditional knowledge through a digital platform, showing us that there is no beginning and end to a story. Campfire X engaged the Community of Brewarrina through extensive consultation through awaiting invitation by the Brewarrina LALC. This local protocol is customary practice, and this model of integrity and respect is how things can be done. We are extremely grateful to be chosen as one of the first ‘Connect to Country’ sites.”

Wayne Quilliam Photography
Photographer Wayne Quilliam has more than 30 years experience in all styles of photography, videography and drone photography

The campaign, starting today, asks all Australians “Where You From?” and encourages them to discover more about their local First Nations communities, with resources available on the ‘Connect to Country’ Facebook page. These resources include videos to learn how to acknowledge Country and tips for connecting with their local community and language groups.

You can also enjoy unique First Nations stories that will be served to Facebook and Instagram users who live in corresponding areas, connecting them with the land they’re on. For instance, a video telling the story of the Gamay Rangers who care for the waters of Botany Bay (Gamay) will be served to people in and around the La Perouse Local Aboriginal Land Council area using Facebook’s geo-targeting tools.

Indigenous photographer Wayne Quilliam

For this first phase of this on-platform campaign, Facebook and Instagram users in four regions around NSW will see local stories from the people and land they live on, including Brewarrina, Dubbo, Port Stephens, and La Perouse beginning 4 July to mark NAIDOC Week. These stories will encourage people to learn more about their local First Nations communities and the campaign will continue to grow in the coming months to share stories from more regions across Australia.

Support so far has come from a range of Australian businesses and brands including Coles, Tourism Australia, and Telstra who all have large national footprints and are committed to the value that Connect to Country will bring to all Australians. More businesses are encouraged to take part.

Wayne Quilliam
Indigenous Photographer Wayne Quilliam

Brad Cooke, Co-Founder of Campfire x, said: “There are so many positive stories in our Aboriginal and Torres Strait Islander communities that need to be shared, and stories told by our own people.

“Our people are too often negatively represented in media and online. By creating a space of respect and positivity via Connect to Country, more people will have the opportunity to find out the stories from the land they live and work on, and be better connected to history, culture, and also Indigenous organisations and businesses that are doing amazing things.”

Alexandra Sloane, Director of Marketing for Facebook Australia, said: “This partnership brings the world’s oldest storytelling culture to the world’s newest storytelling platform.

“Our platforms have powerful abilities to enable storytelling and connect all Australians with the custodians of this land, the First Nations peoples who have nurtured it for more than 60,000 years. This campaign delivers cultural understanding and education based on the land you’re located upon, so it’s never been more accessible to learn First Nations stories in your own backyard.”

Find out more here

Tik Tok

Jessica Mauboy Reveals Her New TV Role
Jessica Mauboy

Tik Tok will showcase a diverse group of Indigenous creators throughout NAIDOC Week who’ve been nominated by their peers from TikTok’s community, with curated Indigenous music and a series of live stream music shows from First Nations artists. You can find the NAIDOC Week Hub on the Discover page in the TikTok app from Sunday July 4.

Headlining this year’s program is an exclusive LIVE performance on TikTok from Indigenous Australian pop icon, Jessica Mauboy. Since capturing the nation’s heart on Australian Idol in 2006, Jessica has gone on to slay the music industry with six top ten albums, 16 top 20 singles, 21 ARIA accredited Platinum records and two ARIA Music Awards – all while being a dedicated advocate for the First Nations community.

“NAIDOC Week is incredibly important to me as it not only celebrates the history and achievements of my people and culture but also allows communities to come together to reflect, heal and share powerful stories. TikTok is an inclusive space where these voices are elevated and can make a real impact. I’m so thrilled to be part of TikTok’s NAIDOC Week program alongside some very talented First Nations creators!,” said Jessica Mauboy.

In recognition of this year’s NAIDOC Week theme, ‘Heal Country’, Jessica will be performing excerpts from some of her favourite songs and exploring her personal and cultural connection to these tracks. During the LIVE stream Jessica will be fundraising for the Indigenous Literacy Foundation, a charity close to her heart. The TikTok community will also have a chance to connect with Jessica during a Q&A where she’ll answer questions from fans!

The LIVE stream will be hosted on Jessica’s TikTok account @jessicamauboy – on Monday 5 July at 7.00pm AEST.


Designer and Balanggarra/Yolngu woman, Molly Hunt, from Western Australia, created the striking graphics and artwork for the Hub.

Lee Hunter, General Manager, TikTok Australia and New Zealand, says that TikTok continues to focus on being a platform that brings joy to everyone, and is a place where diverse communities and voices flourish.

“At TikTok we are proud to not only celebrate and elevate First Nations people but also collaborate and work closely with the community. On TikTok, a vibrant and diverse array of people and cultures from around the world have found a home. Providing a welcoming place for all people to be creative and find connection is important not only during NAIDOC week, but all year round.”


💃 Get down to: music performances LIVE on TikTok

NAIDOC Week music livestreams will feature soulful singer-songwriter Miiesha, singer-songwriter Budjerah and internationally acclaimed superstar Jessica Mauboy.

Take a sneak peek below:

@astrokirsten – Wirajduri woman and Astrophysicist, Kirsten Banks talks all things galactic and teaches our community about the weird and wonderful in our cosmos.

@joey_alt – ⁣Let Arrernte/Tiwi artist, Joseph Althouse, entertain you while he educates on First Nations people and their experiences.

@iam_deadly_feliciafoxx – Serving major looks, professional drag queen Felicia Foxx is a proud Gamilaroi and Dunghutti Sistergirl passionate about breaking down barriers for Indigenous & LGBTQ+ rights.

@clothing_the_gaps – Merch with a meaning. Check out this Victorian Aboriginal owned and led social enterprise, encouraging people to wear their values on their tee.

@thekooriecircle – Creator and artist Laura Thompson, a Gunditjmara woman from Melbourne, makes gorgeous contemporary Aboriginal designed and inspired jewellery.

@yarlicreative – Culturally and spiritually inspired Indigenous Art from Madison Connors, Yorta Yorta, Dja Dja Wurrung and Gamilaroi woman, who creates to heal, inspire and bring positive change.


By Robyn Foyster Robyn Foyster has been verified by Muck Rack's editorial team


Robyn Foyster is the owner and publisher of the lifestyle websites TheCarousel.com, GameChangers.com.au and WomenLoveTech.com.


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