All Together Now - Annual Report 2010-11

8/3/2019 All Together Now - Annual Report 2010-11

http://slidepdf.com/reader/full/all-together-now-annual-report-2010-11 1/5

2010-2011

ANNUAL

REPORT



OURAPPROACH

Ourapproachisbasedonthe“Buildingonourstrengths”framework

publishedin2009toreducerace-baseddiscriminationinAustralia,and

isguidedbyaReferenceGroupofspecialistacademicsand

practitioners.

Weusethesestrategies:

• raisingawareness amongAustralianresidentsaboutdifferent

cultures,therebybreakingdownmisconceptions,busting

stereotypes,andchallengingxenophobia;

• increasingempathy amongAustralianresidentstowardspeople

fromdifferentcultures,therebyloweringpeople’sbiasesagainst

peoplefromothercultures;

•

educatingAustralianresidentsabouthowracismmanifestsandtheeffectsithasonpeoplesubjectedtoit,therebyincreasingpersonal

accountability;

• promotingvaluesthatunderpinculturaldiversitysuchasmutual

respect,empathy,insight,compassion,dignity;

• empoweringAustralianresidentstoembracetheirownculture/s

withoutfearofprejudiceorprosecution,therebyenablingpeopleto

understandtheimportanceofculture;

• buildingpositivesocialnormsthroughtheuseofpopularculture

suchasadvertisingandsocialmedia;and

• measuring–andlearningfrom–ourwork andsharingour

evaluationwithothers.

ABOUTALLTOGETHERNOW

AllTogetherNowistheonlynationalnot-for-profit

organisationdedicatedsolelytoerasingracismin

Australia.Weaimtoeliminateracistbehaviourin

Australiathroughinnovative,evidence-basedandeffectivesocialmarketing.Weusesocialmarketingto

promotethepreventionofracismasemotionalabuse

usingcourageous,provocativeandpositivemessagesand

conversationswithmainstreamappeal.

Ourworktargetsthebehaviourofthe40%ofadult

Australianswhoareambivalentaboutculturaldiversity.

Wedothisbyengagingthe50%ofadultAustralianswho

arealreadypositiveaboutdiversityandencouragethem

tospeaktotheirambivalentfriends,colleaguesandfamily

members.Thisisbecausethesearethepeoplewhoaremostlikelytoinitiateconversationsaboutcultural

diversityandspeakupwhentheywitnessracism,thereby

buildingpositivesocialnorms.

Ourthree-yearstrategicplan(2011-2013)istofacilitatea

nationalconversationaboutracismthatwillleadto:

• improvedracialliteracyamongAustralians;

• increasedconfidenceamongAustralianstospeakup

whentheywitnessracism;

•

changeinbehaviourofthe40%ofAustralianswhoareambivalentaboutculturaldiversity;and

• evaluatinganddocumentingourwork.

AllTogetherNowwasformedasanationalnot-for-profit

organisationinJune2010andthisisourfirstannual

report. FINDMOREONLINEATWWW.ALLTOGETHERNOW.ORG.AU



MAJORACHIEVEMENTS2010-2011

AllTogetherNowranoneofthefirst(andonly)nationalanti-racism

socialmarketingcampaignsinAustralia–called“GiveRacismThe

Finger”–forfourweeksinMay-June2011.Thecampaignwasrunin

partnershipwithTheBodyShopandShiftCommunications.

Throughface-to-faceconversationsbetweenTheBodyShopstore

staffandcustomersintheir83stores,weinitiatedanestimated

150,000constructiveconversationsaboutracism.Ofthosepeople

50,706addedafingerprinttoanin-storecanvastodemonstratethey

wouldspeakupwhenevertheywitnessinterpersonalracism.

Knowledgeaboutracismandhowtospeakupwasself-ratedbystore

staffinasurveyafterthecampaign:

Avgrating

outof10

Ourteamfeelstheyknowmoreabouttakingreactive

andproactiveactionagainstracism

7.3

Ourteamfeelsconfidentaboutspeakingaboutracismif

itoccursin-store

7.6

Team’sknowledgeandpassionbeforecampaign 6.4

Team’sconfidencetalkingtocustomersaboutcampaign 7.0

Team’scarefactorduringandaftercampaign 7.9

Ourworkincreasedtheirunderstandingaboutracismandwillingness

tospeakup,andbyimplicationthepositivewayinwhichthey

communicatedthecampaignmessagetocustomers.

AllTogetherNowhelpedTheBodyShopdemonstratetheirhuman

rightsvaluesthroughthiscampaign.OurpartnerHuntingWithPixels

producedavideosowecouldtakethemessagetoanwideraudience:

http://www.vimeo.com/22981314.

Weexpecttoundertakeafullevaluationinearly2012onceall

activitiesforthiscampaignwithTheBodyShophavebeencompleted.

Onlineachievements

AllTogetherNowuseswebsites–andparticularlysocialmedia–to

promotethepreventionofracisminAustralia.Weuseitprovoke

constructiveconversationandbuildacommunityaroundtheissue

ofanti-racism.

Thequalityandnumberofconversationsamongouronline

communityhasincreasedsincewesetupthesecommunitiesin

mid-2010,thankstothehelpofspecialistsTraceyJarvis,Justine

MarinoandJamesBoyce.

Moreinformationaboutourworkisonourwebsite:

www.alltogethernow.org.au/campaigns.



FINANCIALHIGHLIGHTS2010-2011

AllTogetherNowwasthereceipientoftwograntsduringthefinancial

yeartotalling$15,444.OurdeapestgratitudetoAmnesty

InternationalAustraliaandTheBodyShopAustraliafortheirfinancial

support.WewouldnothavebeenabletoproducetheGiveRacismTheFingercampaignwithouttheirgenerosity.

AllTogetherNowreceivedaNSWLicensetoFundraiseinmid-2011,

enablingustobegincollectingdonationsfromthepublic.

Acopyofourauditedfinancialstatementisavailableonrequest.

Revenue

In-kind

support,

$150,435

Volunteer

support,

$80,442

Donaons,

$122

Grants,$15,444

Expenses

Thankstotheassistancefromourpartnersandin-kindsupporters,99%

ofourcashexpenseswereusedtoruntheGiveRacismTheFinger

campaign(theremainderbeingadministrativecostssuchasinsurance

andpostage).

In-kindsupport

Weaccomplishedour2010-2011goalsthanksto:

• TheBodyShop providedstaffsupportandmarketingspace.We’d

particularlyliketothankAdamValvasoriandDebBaxter.

•ShiftCommunicationsprovidedcreativeandlogisticsleadbyMontyNoble,RajRabindranath,ColinSevittandAlexKnudsen.

• HuntingWithPixels providedfilmproduction.

• StepTwoDesignsprovidedofficespaceandotheroverheads.

• SocialMediaGirl providedstrategicsocialmediaadvice.

• Ananonymousorganisationprovidedphotographicequipment.

AllTogetherNowalsobenefitedfromsubstantialvolunteersupport

particularlyfromourManagingDirector,PriscillaBrice-Weller.



POBox 551 , B roadway NSW2007

www.a l l togethernow.org .au

ABN: 74144510556

AllTogetherNow

Youcanhelpuscontinuethisvaluablework–here’ssomeideas:

• tellonepersonaboutAllTogetherNowandsuggesttheyjoinour

emaillist;

• continuetoremindyourFacebookandTwitterfriendsaboutourwork

(ourusernameis@alltognow);

• ifyou’reemployed,suggesttoyouremployerthatyourorganisationcouldworkwithustopromotethepreventionofracism;and

• makeafinancialgiftorincreaseyourgivingthisyear.

AllTogetherNowisregisteredasanationalnon-profitorganisationand

isgovernedbyavolunteerBoardofDirectors,managedbyanExecutive

Director,andsupportedbyvolunteers.

Ourkeydecision-makersare:

• PriscillaBrice-Weller,FounderandManagingDirector,hasseveral

years’ofonlineandofflinesocialmarketingexperience;

• MontyNoble,BoardDirector,hasover20yearsofexperiencein

theadindustry;• DrYinParadies,BoardDirector,isanacademicspecialisingin

racismandanti-racism;

• TrishHansen,BoardDirector,isamanagerofpublicartand

designinthepublicsector.

PLEASEHELPUSTOGROW

FINDMOREONLINEATWWW.ALLTOGETHERNOW.ORG.AU

Documents

All Together Now - Annual Report 2010-11