ANNUAL

REPORT

2011-2012

ABOUT ALL TOGETHER NOW

OUR APPROACH
All Together Now is the only national not-for-profit organisation dedicated solely to erasing racism in Australia. Our vision is for an Australia that embraces cultural diversity and is free from racism. We seek to achieve this by promoting the prevention of racism using creating innovative, evidence-based and effective social marketing that is positive, provocative and courageous. Our work targets the behaviour of the 40% of adult Australians who are ambivalent about cultural diversity. We do this by engaging the 50% of adult Australians who are already positive about diversity and encourage them to speak to their ambivalent friends, colleagues and family members. This is because these are the people who are most likely to initiate conversations about cultural diversity and speak up when they witness racism, thereby building positive social norms. Our three-year strategic plan (2011-2013) is to facilitate a national conversation about racism that will lead to: improved racial literacy among Australians; increased confidence among Australians to speak up when they witness racism; change in behaviour of the 40% of Australians who are ambivalent about cultural diversity; and a greater understanding of the types of activities that effectively reduce racism in the Australian context. All Together Now was formed as a national not-for-profit organisation in June 2010. This is our second annual report. Our approach is based on the Building on our strengths framework published in 2009 to reduce race-based discrimination in Australia, and is guided by a Reference Group of specialist academics and practitioners. We use these strategies: raising awareness among Australian residents about different cultures, thereby breaking down misconceptions, busting stereotypes, and challenging xenophobia; increasing empathy among Australian residents towards p eople from different cultures, thereby lowering peoples biases against people from other cultures; educating Australian residents about how racism manifests and the effects it has on people subjected to it, thereby increasing personal accountability; promoting values that underpin cultural diversity such as mutual respect, empathy, insight, compassion, dignity; empowering Australian residents to embrace their own culture/s without fear of prejudice or prosecution, thereby enabling people to understand the importance of culture; building positive social norms through the use of popular culture such as advertising and social media; and measuring and learning from our work and sharing our evaluation with others.

FIND MORE ONLINE AT WWW.ALLTOGETHERNOW.ORG.AU

MAJOR ACHIEVEMENTS 2011-12

During the 2011-12 financial year we undertook the following business activities: Completed our Give Racism The Finger campaign by running a poster campaign in Melbourne, and evaluating the campaign. Successfully applied for a Diversity and Social Cohesion grant to run the One Parramatta project currently underway. Episode 1 was filmed on 1 & 2 June 2012 with six more episodes due to be produced by May 2013. Increased our supporter base and interaction on our social media pages across Facebook (up 24% yoy) and Twitter, further encouraging constructive discussions about racism. Together with the NSW Reconciliation Council, ran the sellout event Im Not Racist, But in S ydney for the second year running. Participated in the Australian Human Rights Commissions consultation forming the basis for the governments National Anti-Racism Strategy, including speaking at an expert forum and making a submission. Ran a forum for young p eople with The Street University about police engagement with youth in Liverpool, NSW. We have also imrproved the way we work by undertaking the following operational activities: Inducted our first Chairperson, Kylie OReilly, who has bought a business and media focus to the organisation. Inducted our new Company Secretary, Sarah Thompson, who has bought a compliance and financial focus to the organisation. Engaged a professional book-keeper and an auditor to ensure our financial accounting, projections and reporting is accurate. Established connections with key public servants to build good working relationships with the public sector. Established internal policies and processes that ensure we are prioritising the right projects and undertaking them in the right way.

BUSINESS ACTIVITIES AT A GLANCE One Parramatta

All Together Nows latest project One Parramatta seeks to address racism among 18-34 year olds in the Parramatta area. We are creating a series of seven one-minute short films by interviewing consenting passers-by and shoppers in the local area, to be screened at Parramatta Event Cinemas and on YouTube. Episode one was filmed in June 2012. The project will provide young people with information about h ow to speak up when they witness racism in the community and encourage them to reflect on their behaviour towards people of different ethnicities and cultural backgrounds.

This project is proudly supported by the Australian Government Department of Immigration and Citizenship through the Diversity and Social Cohesion Program. It is also supported by several businesses including Val Morgan, Noble Brands Worldwide, Shoot To Kill, UFO Film and The Elk Group. Please visit www.oneparramatta.com for more information.

BUSINESS ACTIVITIES AT A GLANCE (CONT.) Give Racism The Finger campaign

Our work online

All Together Now uses websites and particularly social media to promote the prevention of racism in Australia. We use this platform to provoke constructive conversation and build a community around the issue of anti-racism. Our community is most active on: Facebook: facebook.com/alltognow Twitter: twitter.com/alltognow YouTube: youtube.com/alltognow In addition we use Storify to curate monthly multimedia commentary about racism in Australia. This serves to demonstrate that racism exists in Australia, that individuals and local and national organisations care and want to take action, and also helps us to monitor problematic activities and perpetrators. These can be accessed at storify.com/alltognow.

In July 2011 with the support of JCDecaux we ran a poster campaign at some of Melbournes most-used train stations to promote our Give Racism The Finger campaign and direct people to our Facebook page. The campaign resulted in an increase of 86 supporters over one week. We have continued to promote and sell our Give Racism The Finger tshirts d uring the year, available at redbubble.com/people/alltognow. We also undertook an evaluation of the campaign in its entirety, including the in-store campaign with The Body Shop in May and June 2011. Overall the campaign achieved its goals. We also learned some significant lessons in terms of framing messages and staffing our operations. The full evaluation is available at scribd.com/alltognow.

Talk About Racism project

Im Not Racist, But event for Reconciliation Week 2012

During 2011, All Together Now created a volunteer-run project called Talk About Racism. During 2011 and 2012 we conducted interviews with people to find out what their experiences and thoughts are about racism. The filmed interviews are published on the project website talkaboutracism.wordpress.com. We anticipate these interviews will give Australians the confidence to talk to their colleagues, family and friends about racism. We believe that by starting a national conversation about racism, Australians will develop a better understanding about what racism is. This will increase peoples self-awareness about their behaviour and attitudes towards p eople from cultural backgrounds different to their own, and give them the confidence to speak up when they witness racism.

For the second year running, All Together Now worked with the NSW Reconciliation Council to hold the event Im Not Racist, But in Sydney. It was later televised on ABCs Big Ideas program. The event was a sellout with an audience of over 200 people. The speakers were Nazeem Hussain (Fear of a Brown Planet), Jennifer Wong (comedian), Benson Saulo (UN Youth Ambassador), Helen Szoke (Race Discrimination Commissioner) and Steve Cannane (ABC). A recording is available at youtu.be/TjmK-_PG9JM.

The governments National Anti-Racism Strategy

All Together Now made a submission as part of the Australian Human Rights Commissions consultation process, available from itstopswithme.humanrights.gov.au/consultations.html (Submission #47). All Together Nows comments are quoted in the final Consultation Report several times.

FINANCIAL HIGHLIGHTS 2011-12

All Together Now received total revenue of $34,977 across the year. All Together Now was the receipient of a Diversity and Social Cohesion grant during the financial year and received the first installment of $25,000. This grant is being u sed for the One Parramatta project.

Expenses

All Together Now incurred expenses of $12,521 over the year. Accountancy services Advertising & promotion Donation expense Campaign production Filing fees Insurance Internet Postage Printing & stationary Subscriptions Superannuation Travel, accom & conference Wages 627.01 126.00 31.16 1,871.89 83.00 3,164.70 166.80 73.55 1,603.80 228.00 360.00 545.41 3,640.00

Revenue

Donaoons, $9,863

Interest, $91

A copy of our audited financial statement is available on request.

Grants, $25,000

T-shirt sales, $23

We have estimated that our total in-kind support from businesses and consultants equates to $53,600 and volunteer support equates to $87,175 over the year.

In-kind support

Our board

In addition to financial income, All Together Now received substantial in-kind support. We accomplished our 2011-2012 goals thanks to: AAP MediaNet provided media services Coffy Print & Copy provided cost-only printing services for One Parramatta JCDecaux provided advertising space for Give Racism The Finger Hunting With Pixels provided film production for Talk About Racism Noble Brands Worldwide provided advertising contacts, advice and services Salesforce provided software Shoot To Kill provided film production services for One Parramatta Step Two Designs provided office space and other overheads The Elk Group provided logo and other design services for One Parramatta UFO Film provided film production services for One Parramatta Wintergate provided our annual audit

Our key decision-makers are: Priscilla Brice-Weller, Founder and Managing Director, has several years of online and offline social marketing experience; Kylie OReilly, Chairperson, has over 15 years experience in the media industry; Sarah Thompson, Company Secretary, is a highly experienced finance, governance, risk and project professional with over 20 years experience in banking, FMCG, consulting, energy and government; Monty Noble, Board Director, h as over 20 years of experience in the ad industry; Dr Yin Paradies, Board Director, is an academic specialising in racism and anti-racism. We would also like to thank Trish Hansen our first Company Secretary for all her hard work during her 21 months on the board.

Volunteer and intern support

Our management team

All Together Now benefited from substantial volunteer support. Our volunteers and interns have run all the operations of All Together Now over the year. Our deapest thanks go to: Allison Henry, political consultant Delphine Vuagnoux, Communications Manager Hanna Webb, Talk About Racism intern Indu Balachandran, One Parramatta committee Jacqueline Nelson, One Parramatta committee Kris White, evaluation consultant and One Parramatta committee Monty Noble, One Parramatta committee Chuen Rakthai, Talk About Racism intern Priscilla Brice-Weller, Managing Director Tracy Jarvis, social media consultant

We established a management team to prepare us for our pending Deductible Gift Recipient status. We have applied to become a Harm Prevention Charity and set up a Public Fund. If our application is successful, donations to the All Together Now Public Fund will be tax deductible. This Fund will be managed by: Samantha Yorke has several years experience in anti-bullying and online privacy law; Christine Gibbs has over 20 years experience running communications projects within the V ictorian state government and n ot-for-profit sectors; Tarun Sankaran is a business consultant with accounting and legal qualifications; Dr Yin Paradies, Board Director, is an academic specialising in racism and anti-racism.

Our Ambassador Kristy Best

PLEASE HELP US TO GROW

You can help continue to our valuable work by: Making a donation Liking us on Facebook (@alltognow) Following us on Twitter (@alltognow) Sharing our updates Telling a friend about our work Subscribing to our email newsletter Volunteering Organising a small event with friends to raise money for our work Buying a t-shirt Asking your employer to work with u s to help promote the prevention of racism. FIND MORE ONLINE AT WWW.ALLTOGETHERNOW.ORG.AU

"It's important to stop racism because it divides us. It stops people from making amazing friendships - if you're not open to people, you could be missing out on having the best friend of your life because you were too busy judging people by how they look rather than who they are." Kristy Best hosts Sunday Best on ABC2, is creator of web series Deadheart, and producer/director of Something Fishy.

Other supporters

A number of key people have provided us with advice, research and/or contacts behind the scenes during the year. A special thankyou to: Adam Valvasori, The Body Shop Carly Hammond Chloe Spackman, Macquarie University GLP Deb Baxter, The Body Shop Helen Szoke, Australian Human Rights Commission Kevin Dunn, University of Western Sydney Kim Webster, VicHealth L-Fresh the Lion, The Street University Manisha Amin Peter Streker, VicHealth Roger West, WestWood Spice Sebastian Strakowicz, Hopscotch Films

All Together Now

P O B o x 5 5 1 , B r o a d w a y N S W 2 0 0 7 w w w . a l l t o g e t h e r n o w . o r g . a u A B N : 7 4 1 4 4 5 1 0 5 5 6