Progress at Post: Australia Post
Diversity isn’t something you talk about. It’s something you show.
Services —
- Photography & Video
- Strategy
Industries —
- Government & Community
Australia Post’s dedication goes beyond community, business and government. They’re an organisation committed to creating an inclusive and progressive workplace, adapting their culture to employee needs.
YC came on board to produce Progress at Post, a series of interviews that spotlight the diverse voices raising the benchmark for inclusivity within the organisation. By capturing Australia Post employees’ personal and professional journeys, we aimed for the campaign to speak to the stories and initiatives that aren’t fully realised yet. Coming from a place of ‘progress’ allowed us to be less polished, focusing more on the honest conversations you’d have when progress is being made.
A groundbreaking initiative, celebrating and promoting diversity and inclusion.
Diversity is a vital element to any organisation's identity —
As part of its wider D&I goals, Australia Post is positioning itself as the pioneer for corporate Australia, highlighting the growth made when you take action and foster an inclusive workforce.
We realised that it’s easy to talk about diversity and inclusion, but real impact happens when you show it. By showcasing real people and their stories, we amplified Australia Post’s progression, helping to create further organisational expansion and strengthening both the internal culture and the community it serves.
Making sure voices are heard and respected in corporate Australia.
When asked to speak to a diverse group of employees at a large organisation, the risk that emerged was the potential for the campaign to feel tokenistic, especially if it failed to authentically reflect the voices involved.
To address this, we recognised the need for meaningful dialogue. To get people to open up and speak to their authentic experiences, pre-shoot research was done so the questions asked during the interviews could create a transparent environment, build trust, and actively engage the interviewee in conversation.
Measure progress by talking to the people making it —
With Australia Post making significant strides in the diversity and inclusion space, our entire process from strategy to post-production centred around the people making progress. It was our job to listen, making sure we could visually represent their progression on screen.
Our approach recognised the need for meaningful dialogue to engage these minority groups and encourage them to share their authentic experiences. We researched each candidate, creating the right questions to ensure each employee felt comfortable sharing their stories. Ultimately enriching the dialogue and the campaign’s impact.
To create the right environment, we chose a basic set, allowing for the people and their stories filling the space and becoming the focal point. This approach seamlessly transitioned into post-production, enabling our animation team to further highlight Australia Post’s impact.
Difficult topics, delivered differently —
It was all about progress. Post-production was about finding the balance between showcasing the brand and highlighting the people behind the stories.
Due to the topics covered in each video, we chose not to overwhelm the messaging with heavy animation. Instead, we though that working in tandem with the interviewees and complementing their narratives would be just as impactful.
What they had to say was powerful on its own, and our approach amplified that authenticity.