NRMA Insurance Expands First Nations Billboard Campaign

NRMA Insurance is proud to announce the expansion of its First Nations outdoor billboard campaign to South Australia and Western Australia. The expansion is complemented by the release of Our Stories: Connecting with Country, a documentary series created in partnership with National Indigenous Television (NITV), part of the SBS network, which shares the stories of four Indigenous artists whose artworks feature on the outdoor billboards.

First launched in 2019, the First Nations billboard campaign features work by Indigenous artists and acknowledges the Traditional Custodians of Country across Australia. Through this outdoor campaign, NRMA Insurance aims to help drivers connect with the land and contribute to a proud and shared national identity, while reminding everyone to drive safely.

The outdoor billboards will feature five new artworks created by Indigenous artists, each with a connection to their respective communities. The initiative commemorates the traditional lands of First Nations people, in NSW spanning from Wonnarua, Wiradjuri and Dharawal Countries to the newly added lands of Yinggarda and Ngarrindjeri in Western Australia and South Australia.

NRMA Insurance CEO Julie Batch said: "Through our outdoor campaign and our partnership with NITV, we want to drive conversations around Place and Country and play a role in helping to build cultural understanding, respect and unity through art and powerful storytelling."

The art and stories shared by these artists are truly inspiring and highlight the importance of their unique culture and communities.

Julie Batch

NRMA Insurance CEO

As part of its support of the Beyond 3% initiative announced in 2023, NRMA Insurance has partnered with NITV to create a special documentary series, which celebrates four of the artists involved in the campaign as they share their love of Country, culture and community and how it has shaped their creativity. The artists featured in the series are:

- Jasmin Sarin a proud Kamilaroi and Jerrinja woman from NSW;

- Joanne Cassady a descendant of the Wiradjuri & Yorta Yorta Nations;

- Sonya Edney an Yinggarda-Wadjim woman from Western Australia; and

- Kevin Kropinyeri of the Ngarrindjeri Nation of the lower River Murray and Lakes region in South Australia.

Commenting on his involvement in the campaign Mr Kropinyeri said: "Seeing my artwork on big billboards is amazing. I'm really taken aback and grateful for the opportunity to create something beautiful.

"To have our artistic expression on these billboards seen by thousands of motorists driving past, with a positive message about driving respectfully and hey, you're on Ngarrindjeri Country, is a gentle but solid reminder to non-Indigenous people that this is our country. The best place to start for us moving forward in this country is with the truth."

Art for me has been really good therapy. I love my people. Representing my mob is very important.

Kevin Kropinyeri

Artist

You can stream Our Stories: Connecting with Country free on SBS On Demand: Watch Our Stories: Season 6 | Stream free on SBS On Demand