TAFE Western Sydney Institute

Changing perceptions

CHALLENGE: When SBS aired its gritty documentary, Struggle Street, about Mt Druitt it caused high levels of controversy due to its focus on welfare dependency, drug abuse and the long-term unemployed. Through agenda surfing, Sefiani saw there was opportunity to highlight the positive impact of TAFE Western Sydney on Mt Druitt students.

STRATEGY: While the Struggle Street program went to air, and within a 12 hour turn-around, Sefiani shot and produced a short video focused on a very different portrayal of Mount Druitt residents.  The TAFE Western Sydney video celebrated students graduating from their chosen TAFE courses and who were excited about their futures.  We highlighted the pride they have in Mount Druitt, with many telling their own inspirational stories and talking about being ‘job ready’.

IMPACT: The video was picked up widely by broadcast, print and online media in addition to being shared widely on social media via media and influencers.