Australia Post had the chance to demonstrate it’s values.
At Australia Post, we’re proud to promote and celebrate Aboriginal and Torres Strait Islander Culture. We have a commitment to lasting reconciliation between Indigenous and non-Indigenous Australians through our Reconciliation Action Plan.
We had a stellar opportunity to demonstrate these values when a campaign began to include Traditional Place names in address fields for parcels & letters, singling out Australia Post as a key enabler.
We had to respond.
Content design
Background
The campaign generated a petition with 15,000+ signatures, calling for AusPost’s support as a meaningful way to acknowledge the Country parcels & letters are being sent from and delivered to.
What followed was thousands of Australians including Traditional Place names on their parcels & letters.
A group of people across AusPost came together to respond, and progress our commitment to reconciliation with Indigenous Australians.
What we did
Working together with People & Culture, External Comms, and Operations – we defined the correct placement for those customers who did want to include a Traditional Place name.
The Addressing Guidelines webpage was updated instructing customers on how to use the correct address field.
Our objectives were:
To educate customers on the correct place to include County in addresses
To reduce impact to the automatic scanners in the processing centres.
To create a digital asset to reference when responding to customer enquiries asking for guidance.
The results
The social post was the most shared and highest reaching post in AusPost history, with organic reach of 31,000 people and 3,570 shares – 14x more than any other organic social post.
The webpage had a 280% increase in traffic and began ranking for ‘Traditional place names’ and ‘Address traditional land owners’.
The change was mentioned in the media over 1,200 times, notably shared by large publications, with a combined total reach of 91.2 million estimated impressions, according to Brandwatch.
See the media
This reduced delivery anxiety, and created brand affinity
Many customers were confused about where to include the name in the address field, not wanting to risk the safe delivery of their parcel or letter.
This change improved the customer experience by:
Providing guidance for those who wish to acknowledge the Traditional Custodians of our land.
Reducing anxiety about whether a parcel or letter will be delivered if it included a place name.
We created strong brand equity and affinity with AusPost as a brand that listened and responded to the expectations of the community.
The timing of this coincided with NAIDOC week, so was especially effective in generating meaningful conversation at exactly the right time.
What we have planned next
Providing clear, official instructions is a strong and meaningful start, but not the end goal.
We intend to iterate and uplift the web experience, as well as include input fields for Traditional names in our digital products and labels.
The team
Project lead: Chris
Product Designer: Joe
Project Producer: Bec
Content designer: Bec
Indigenous consultant: Bek, Simone
Web producer: Mukhande
Inspiration: Rachael