fiona dolan conference
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Fiona Dolan, National Manager for Australia Day
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Last night’s poll
A day to
celeb
rate b
eing A
ustrali
an
Unites/B
rings
us toge
ther as
Australi
ans
A day fo
r fam
ily an
d frien
ds
It's a
public holid
ay
Recogn
ises o
ur dive
rsity
and va
lues
Celebrat
es the f
ounding of o
ur nati
on
Invasio
n/Survi
val D
ayOther
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Reasons we think it's important to celebrate Australia Day
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General Public response
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Inspire national pride and spirit to enrich the life of the nation
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How are we going?
• 93% of Australians consider Australia Day to be our most important national celebration
• 78% of Australians celebrated Australia Day in some way in 2013
• About a quarter of all Australians attended an organised event.
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How are we going?
• The majority of Australians have consistently positive attitudes towards Australia Day.
• Attitudes appear to be driven by two factors: – A need for belonging and being part of a
community– A need for entertainment
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How are we going?
• People are participating strongly in Australia Day but don’t always feel an emotional connection to the day, or feel that there is any strong ‘tradition’ attached to it
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The Brand
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The Brand
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Key MessagesTaglineCelebrate what’s great
Primary key messageOn Australia Day we come together as a nation to celebrate Australia and being Australian
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Key MessagesSub messages
• Let’s celebrate all the great things about Australia: for example our sense of community, our determined spirit, our support for each other when times are tough, our fair go attitude, our diversity, and our democracy.
• Australia Day is a day to reflect on our national journey: acknowledge our past, reflect on our present and look together to our future.
• Australia Day is a day for all Australians.
• On Australia Day, let’s recommit to making Australia an even better place.
• Australia Day is more than a public holiday
• Family, fun and free
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australiaday.org.au/event-organisers
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p 02 6120 0600 e [email protected]
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Open Discussion