The Wunan Foundation has officially launched I’MPOWERED, a new brand campaign developed in collaboration with Wunan Media and AT Creative, celebrating the strength, resilience and ambition of community members across the East Kimberley.
One of Australia’s leading Aboriginal Community Controlled Organisations, Wunan works alongside Indigenous people to support them to live their best lives. The organisation delivers a wide range of government-funded and self-led programs guided by six core pillars: Education, Employment, Health, Housing, Leadership and Enterprise.
At the heart of the new campaign is a powerful word: I’MPOWERED. More than a tagline, it is a storytelling platform that brings together the diverse experiences of individuals who have embraced opportunity, taken control of their futures and created positive change in their lives. Through these stories, the campaign aims to inspire others and deepen understanding of Wunan’s work across the region.
To embed cultural meaning at the centre of the campaign, the I’MPOWERED hero letters were hand-painted by nine artists from across the East Kimberley during a creative workshop at the Halls Creek Women’s Hub. Each letter tells its own story, reflecting personal journeys, community strength and connection to Country. The artworks were then photographed and transformed into 3D models, forming the foundation of the campaign’s video, print and social media assets.
This creative approach ensures the campaign reflects both the diversity of the East Kimberley community and Wunan’s long-term commitment to community-led development.
Wunan CEO Prue Jenkins said the I’MPOWERED campaign brings Wunan’s full story together.
“I’MPOWERED is an invitation to our community, partners and supporters to better understand Wunan’s work and the outcomes being achieved across the region,” Ms Jenkins said. “People might know Wunan through one program or one service, but that’s only part of the story. I’MPOWERED helps connect the dots across our work and reflects the Wunan Way of walking alongside community to support people to live their best lives.”
Wunan Board Member and Wunan Media Producer Troy Zafer said the campaign reflects the organisation’s commitment to telling stories from within the community.
“This campaign is about our people and our stories,” Mr Zafer said. “I’MPOWERED shows what’s possible when community members are supported to lead their own journeys. It reflects our strength, resilience and pride, and the importance of telling our stories in our own voice.”
AT Creative Director Andrew Tinning said the campaign was designed to be authentic, empowering and grounded in community voices.
“I’MPOWERED isn’t just a word. It represents what Wunan enables people to achieve through opportunity, support and belief,” Mr Tinning said. “By placing community voices and artists at the centre of the campaign, we were able to create something that feels genuine, respectful and deeply connected to Country.”
The I’MPOWERED campaign is now live across digital, print and social channels, supporting Wunan’s ongoing work to strengthen communities and create lasting positive outcomes throughout the East Kimberley.
Credits
Wunan Foundation – Founder and Executive Chair Ian Trust; CEO Prue Jenkins
Wunan Media – Producer Troy Zafer; Director/Editor Ross Tinney; DOP Nathan Dyer; Camera Assistant Donny Imberlong
Creative – AT Creative, Creative Director / Writer / Art Director Andrew Tinning
Audio – Tim Count (MDS)
Post-production – Sandbox Producer Clint Logan; VFX Paul Siciliano; Online Editor / Colourist Joel Taylor
Photography – Andrew Tinning; Nathan Dyer