Reconciliation
The advertising industry is built upon the craft of storytelling, the arts and cultural influence. It is our responsibility to ensure that the stories we tell, and our own behaviours are progressing culture in the best possible way. ACA Acknowledge’s the Traditional Owners, their continuing connection to country, and pay respects to Elders past, present, and emerging.
About our artwork
Our artwork reflects the coming together of many individual voices to create one united and
diverse voice, with creativity and storytelling at the heart of what we do. In this collective, every
idea and belief is valued equally.
This harmonious collaboration of many parts can be likened to a symphonic composition; one
inspiring, moving, creative entity capable of anything. It speaks to the way creativity acts as a
bridge – connecting people, culture, and shared experience – while reminding us that culture is
both the source and the centre of our work.
Aboriginal and Torres Strait Islander Australia is made up of many different and distinct mobs.
Though we’re spread wide across the land, our connection to each other runs deep.
Alysha Menzel
ACA RAP Artwork Designer
2019 AWARD School SA Top Student
Why Reconciliation is Important for our Industry
The advertising industry is built upon the craft of storytelling, the arts and cultural influence. It is our responsibility to ensure that the stories we tell, and our own behaviours are progressing culture in the best possible way.
It is simply not acceptable that our industry has such low representation from the Aboriginal and Torres Strait Islander communities.
RECONCILIATION ACTION PLANS
(RAPs)
Reconciliation Action Plans (RAPs) are formal commitments by organisations to advance reconciliation
between Aboriginal and Torres Strait Islander peoples and the broader Australian community. Developed under
the framework of Reconciliation Australia, RAPs provide a structured approach for organisations to contribute
meaningfully to reconciliation through practical actions and measurable outcomes.
Through a RAP, organisations commit to strengthening relationships, fostering respect, and creating
opportunities for First Nations peoples – while embedding accountability and transparency into their
operations.
The Industry is encouraged to explore RAPs as a practical framework for action, from Reflect through to
Elevate, with tools, templates and examples available via Reconciliation Australia.
ACA’s RAP
ACA’s Innovate RAP
ACA’s current Reconciliation Action Plan sits within the Innovate RAP framework – a model designed for organisations ready to embed reconciliation more deeply into their business strategy and operations.
What is RAP Innovate?
RAP Innovate represents the second stage of the RAP framework. It is designed for organisations that have established foundations and are prepared to take the next step: implementing and measuring reconciliation initiatives that create meaningful, long-term impact.
For ACA:
RAP Innovate is our refreshed approach – grounded in research, community consultation, and a mandate to drive bold, outcomes-based reconciliation across all tiers of the advertising industry. It reflects our commitment not only to intent, but to action – ensuring reconciliation is embedded across leadership, industry standards, talent development, and creative practice.
Core Principles of ACA’s RAP Innovate:
Industry-wide collaboration, not isolated action
We are using our convening power to establish the Reconciliation Industry Networking Group (RING), bringing together member organisations, First Nations partners and industry bodies to align efforts, share learnings and lift standards collectively, so reconciliation becomes shared responsibility across the advertising ecosystem.
First Nations–led partnership and co-design
We work in genuine partnership with Aboriginal and Torres Strait Islander advisors, creatives and organisations to shape initiatives, learning pathways and engagement protocols – prioritising consent, cultural safety and long-term relationship over one-off consultation.
Sharing and scaling best practice
We will actively “show and share” what respectful collaboration looks like in action – publishing case studies, curating First Nations-led guidance, hosting Learning Circles, and using our platforms to spotlight Indigenous excellence. By making practical examples visible and accessible, we help members move from good intent to confident, consistent action.
Embedding cultural capability as industry standard
Through structured cultural learning strategies, member training pathways, resource hubs and integration into flagship programs like AWARD School and ACA WA’s Graduate Program – JumpStart. We are positioning cultural capability as core business capability – not optional or performative. We have worked with Blackcard to develop tiered training options for continuous learning and development.
Clear governance, measurement and accountability
With defined responsibilities, timelines and reporting structures, quarterly internal updates, annual public reporting and formal RAP Working Group oversight, we are embedding transparency and accountability into how we deliver reconciliation outcomes.
Easy Actions Any Agency Can Take Now
- Put Indigenous-owned businesses into your supply chain
- Consider hiring a First Nations intern, student, or graduate
- Provide cultural confidence training
- Write a letter to your local land council
- Acknowledge Country
- Recognise significant dates and events
- Celebrate achievements with First Nations communities
- Explore the Reconciliation Australia website and RAP process
- Integrate First Nations insights into briefs
- Get out in the community – and support staff to do the same
If you’d like more information on any of the above, please email membership@adcouncil.org.au.
Detailed resources and additional insights are available exclusively to members as part of their membership benefits.