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R/GA and Nooky collaborate on platform to inspire Indigenous youth in Australia


By Shawn Lim | Reporter, Asia Pacific

January 27, 2022 | 4 min read

R/GA and hip-hop artist Nooky (who is member of the Yuin nation, a group of Australian Aboriginal peoples from the south coast of New South Wales) have created a platform called ‘We are Warriors’ that is designed to engage, celebrate and make a positive impact on the next generation of Indigenous youth in Australia.

There will be a content series of interviews, community-run workshops and limited-edition merchandise run by the platform. Proceeds raised from the merchandise will be invested into content development, and an overarching roadmap will continue to build awareness among Australians.

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Nooky recalled after experiencing racism as a kid, his mother shared “three of the most powerful words I have ever heard”

Explaining why he launched the platform, Nooky recalled after experiencing racism as a kid, his mother shared “three of the most powerful words I have ever heard,” which were “we are warriors.”

He said it instilled a fire inside him to be successful and show the world that “we are warriors.”

“It gave me the push to defy all of the odds stacked against us. This journey has led me to launch a platform to highlight prolific Indigenous excellence across music, fashion, sports and everything in between; a celebration of Blak excellence to empower young people in our community,” he explained.

“We deserve to be recognized, we deserve to be heard and we deserve to be celebrated. As people. As role models. As warriors.”

Ben Miles, executive creative director for brand innovation at R/GA Australia, noted systemic racism and the events that unfolded globally over the past two years serve as a reminder of the continued changes needed in society.

“For Indigenous youth growing up in Australia, there has not been an accessible platform to discover relatable, First Nations role models. The goal is to educate ourselves more deeply on the issues Indigenous peoples face, and create an environment in which all Australians feel seen, heard and have equal opportunity,” he said.

“We are thrilled to be partnering with Nooky to change the narrative of Survival Day and reclaim it as a step forward for First Nations. We are proud to create an online platform that will empower, inspire and create meaningful change.”

Aside from Nooky, R/GA is also partnering Bala Luke or Luke Currie-Richardson, Malyangapa, Barkindji BARKAA, Charlee Fraser, Felicia Foxx and Kobie Dee for ‘We are Warriors.’

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