Passing the Message Stick

Winning transformative change, now and beyond the referendum

Winning a resounding Yes

We’ve just launched the findings from our latest research — persuasive messaging to build widespread support for transformative change, like treaties, truth-telling and representation, now and beyond the referendum.

Read the five messaging recommendations to win a resounding Yes.

See the full set of resources

“This referendum year we must set sight on the aspirations our communities have been fighting for, for decades. Together we can win a mandate for change that will make a difference to the lives of everyday people and a better future for generations to come."

— Dr Jackie Huggins AM
Bidjara/Birri Gubba Juru
Passing the Message Stick Steering Committee

Momentum is on our side

This is a historic moment, not only because we’re going to a referendum, but because of the momentum that has built around First Nations justice. Treaties, truth-telling and self-determination are all within our grasp, but our ability to capture this depends on the level of ambition set in the referendum and whether we win the narrative for transformative change. 

The good news is, our research data (collected in February 2023), shows strong respect and support for First Nations people.

72%

Agree that respecting First Nations knowledge, culture, stories and languages will help us move together towards a better future.

65%

Agree First Nations communities are strong and capable, and rich in culture and knowledge.

73%

Agree we must be honest about Australia's ugly history regarding Aboriginal people, including massacres, stolen land, stolen children and violent repression of language and culture.

64%

Agree First Nations communities and experts have come up with many solutions to improve the lives of First Nations people, and what we need now is for governments to act on them.

Foundational principles to Change the story on first nations self-determination and justice

Passing the Message Stick is a groundbreaking, multi-year research project that started back in 2019. In our foundational research - launched in 2021 - we found that messages grounded in our strength and leadership move persuadable audiences beyond entrenched deficit and build widespread public support for self-determination and justice.

The people behind the project

Passing The Message Stick is led by a Steering Committee of Dr Jackie Huggins AM, author, historian and First Nations advocate; Larissa Baldwin-Roberts, CEO at GetUp; Millie Telford, First Nations Justice Director at Australian Progress; and Kirsty Albion, Executive Director at Australian Progress. Australian Progress and GetUp deliver the project.

“Together, we will win better policies by listening to what we - First Nations people - have to say about the things that affect us and our communities.”

Larissa Baldwin-Roberts
Widjabul Wia-bul / Bundjalung

CEO, GetUp
Passing the Message Stick Steering Committee

Join us at an event

We’re hosting a number of online and in-person events, as well as media trainings for community spokespeople. These are for both First Nations and ally audiences, and we encourage you to get involved today!

Want to learn more?

  • Messaging 101

    Understand the theory of why messaging matters, how to change a narrative, our proven message structure and common pitfalls to avoid.

    Show me the 101

  • Advice for crafting winning messages

    For more information on frames proven to shift persuadables, our central proposition and how to do truth-telling in a way that builds support for our asks.

    How to craft a message

  • Methodology

    Go behind-the-scenes of the research to understand our robust methodology, audiences segmentation and a history of the multi-year project.

    More on methodology