NRMA Insurance has entered into a partnership with National Indigenous Television (NITV), a part of the SBS network.
The collaboration represents the most substantial advertising investment by a single commercial brand in NITV to date.
This strategic move aligns with NRMA Insurance’s support for the Beyond 3% Initiative. The insurer plans to allocate 3% of its annual broadcast media budget to First Nations media outlets. The media purchase for this endeavour will be handled by Initiative Media.
The newly forged partnership isn’t merely a financial commitment. It includes sponsorship of NITV’s recent coverage of the 2023 Garma Festival, as well as NITV’s popular show Going Places with Ernie Dingo. The deal also involves the development of a special short-form content series.
Peter Noble, General Manager of NITV, hailed the collaboration as a “significant investment,” enabling more focus on producing First Nations narratives. He commended NRMA Insurance for not only boosting its investment but also for sparking meaningful conversations around Place and Country.
The short-form content series on NITV will spotlight First Nations artists behind NRMA Insurance’s existing billboard campaign, launched in 2019. These billboards display Indigenous artworks and acknowledge the Traditional Custodians of Country throughout Australia.
NRMA Insurance CEO Julie Batch highlighted the company’s ongoing commitment to cultural understanding and its pride in the partnership. She underscored that the initiative aligns with their Reconciliation Action Plan introduced in 2013 via their parent company, IAG.
Besides NITV, NRMA Insurance also pledges to invest in other First Nations media and artists. They will continue their collaboration with the Boomalli Aboriginal Artists Co-op, initiated in 2017. Jasmine Sarin, a featured artist in the billboard campaign, will also appear in the NITV content series.
NITV’s Beyond 3% Initiative was launched two years ago with the goal of closing the gap in media representation for Indigenous communities, who make up 3.2% of Australia’s population.
