Local businesses fund innovative campaign

The successful ‘What’s Your Dream?’ television campaign will begin airing on Imparja this week with a host of advertisements promoting positive messages about education and employment for young people.

“These ads are sponsored by local businesses who have once again shown that they want to help get kids to school and into local jobs” said John Huigen, CEO of Desert Knowledge Australia. "The ads aim to raise community expectations of what can be achieved by young people through increased school attendance and a positive attitude.”

“Currently I’ve got three young Indigenous apprentices who will be completing their third year in a mechanics apprenticeship and that’s fantastic” said Geoff Bates, General Manager of Peter Kittle Motor Company.

“Supporting local people and local initiatives is important to Peter Kittle. For us, it’s about getting young people to think about choices and their future and then helping them succeed in what they want to do.”

Imparja Television has significantly underwritten the campaign.

“The response to date has been terrific” said Alistair Feehan, CEO of Imparja Television. “Imparja is once again thrilled to be involved in supporting this important campaign.”

New advertisements in 2010 will look at Education and Training, Mining and Construction, Land Management and Tourism, Health and the Arts will be rolled out over the next 12 months.

The advertisements target families and the community to help increase awareness that their support is vital for young people to achieve their goals.

The campaign is an initiative of the Alice Springs Indigenous Education and Employment Taskforce (IEET) which is facilitated by Desert Knowledge Australia, and was instigated by local Aboriginal organisations in response to community concern about school retention rates and employment outcomes.

The Indigenous Education and Employment Taskforce brings together a coalition of Indigenous and non-Indigenous leaders and organisations who are committed to improving outcomes in Aboriginal education, training and employment in and around Alice Springs.

The group includes Alice Springs Town Council, the Northern Territory Department of Education and Training, the Australian Department of Education, Employment and Workplace Relations, Tangentyere Council, Youth Trax, Chamber of Commerce NT, Central Land Council, Desert Peoples Centre and private sector interests including Centrecorp, Yeperenye Shopping Centre and Newmont Mines.

Sponsors of the campaign, to be run over the next fortnight include: Bellette, Peppered Black, Peter Kittle Motor Company, Sitzler, Yeperenye Shopping Centre and Youth Trax.

The Taskforce is seeking financial support from local businesses and community members to help run the campaign. For further information please contact Edan Baxter at Desert Knowledge Australia on 8959 6018.

Media contact: Rebecca Farrell, 0418 210 981