Tennant Creek High School, located in remote Northern Territory, was dealing with a high number of disengaged students with behavioural issues which were negatively impacting the wider school community. In response, the school leadership decided to seek assistance to develop a campaign promoting positive behaviour and personal responsibility.
There were a number of complexities to consider in the design process, not least of which was the need to create clear, consistent messaging that allowed for connection with an audience that included a range of literacy levels. Simple language and strong imagery were critical to the success of this project.
Prior to commencement of design work, extensive consultation was undertaken with students, staff and the Aboriginal community. We wanted to provide them with the opportunity to define their idea of success in both education and in life. This consultation resulted in the development of three fundamental school values that formed the basis for the campaign: Strong Brain. Strong Heart. Strong Spirit. Adopting a strengths-based approach, a campaign was developed that included prominent community-facing signage and classroom posters, that were complemented by promotional materials including reward vouchers and a positive behaviour incentive scheme. The design elements and messaging were reflective of local cultural values, of feedback received through consultation and of the lower-level literacy that prevailed amongst many in the community.
The campaign proved highly successful, with improvements in behaviour across the year levels, so much so that the local primary school also implemented it. The consistency of messaging from primary to secondary school proved to be an effective tool in supporting the transition of students and their families, as they progressed through the education system. In acknowledgement of the campaign’s success, local businesses also got on board. So ultimately, what began as a one-school response to a problem, became a whole-of-community solution.
In her book, ‘Quality Schools - Inclusive Practices’, in which she explores inclusion in education, Dr. Loretta Giorcelli used the ‘Strong Brain. Strong Heart. Strong Spirit.’ campaign to demonstrate the power of a strengths-based approach to engagement and communication, driven by community needs, circumstance and expectations.
