PRESS RELEASE: Innovative use of Instagram sees The Creative Collective client SBS become a finalist in Walkley Awards

PRESS RELEASE: Innovative use of Instagram sees The Creative Collective client SBS become a finalist in Walkley Awards

she called me red sbs documentary

The Creative Collective is thrilled with the recent announcement that its client SBS Documentaries online is a finalist in the Innovation category of the prestigious Walkley Awards for work on “She Called Me Red”.

She Called Me Red was a world-first, live documentary on Instagram and focused on the plight of Yunus, a young Rohingya man who fled to Australia while his 10 family members survived a monsoon in one flimsy plastic tent on a steep hill in the Thangkali camp, Cox’s Bazar in … Bangladesh.

Aimed at getting people invested in the story of the individuals from a first person perspective, and to breakthrough into new landscapes of storytelling through Instagram, The Creative Collective worked on the project with SBS Online Documentaries team over a one month period in August 2018.

Utilising all of Instagram’s features including daily curated text, photography, artwork, and live daily photographs and videos taken by Yunus’s family in the refugee camp, SBS Online Documentaries provided an up-to-the-minute wider context of the ‘fastest growing refugee crisis in the world’.

The campaign included 54 page posts, 96 stories, most of which were then categorised into ‘Highlights’, and heavily used the relatively new Instagram TV feature (released in June 2018).

“Utilising all of instagram’s features we worked with the team on different ways of reaching different audiences and in turn received engagement in different ways,” says Katrina Lees, partner of The Creative Collective who led the project.

“By focusing on what types of content viewers caught viewers’ attention the most, we were able to provide fantastic insights to the SBS team” she says.

“All too often we hear of the tragedies that happen daily throughout the world. However it is not often that we associate these with individual people suffering in its wake. The challenge for She Called Me Red was to shine a light on the massive refugee issue and to put a face to the issue through stories.”

The annual Walkley Awards are the pinnacle of achievement for any Australian journalist and SBS are finalists up against ABC & their “Kokoda VR” project and the Guardian Australia Team, for their “Deaths Inside: Indigenous deaths in custody” project.

Award winners will be announced at a gala dinner on Thursday November 22, at the Brisbane Convention and Exhibition Centre in partnership with Tourism & Events Queensland.

A full list of the finalists can be viewed here:

Finalists announced for the 2018 Walkley Awards for Excellence in Journalism

More information about the ‘She Called Me Red’ documentary can be found here:


For interviews and photos contact Erin Currey on 07 5451 1315 or email