I Belong

I Belong
Station branding campaign launch for NITV

BushTV led the creative development and launch campaign for I Belong, a national station branding initiative for NITV, Australia’s First Nations television network.

The campaign positioned NITV as a space of belonging for Aboriginal and Torres Strait Islander audiences while inviting the broader Australian public into a deeper understanding of First Nations identity, culture and voice.

The work required narrative clarity, cultural sensitivity and national scale thinking. It was not simply a promotional launch, but a statement about identity, representation and the role of Indigenous media within Australia’s broadcasting landscape.