Starting Difficult Conversations: A Video Series from the Malak Foundation and Creativa

Authored by Dana Newell and Jessica Flindell

When the subject matter is sensitive and the stakes are real, the way a story is told matters as much as the story itself. Creativa specialises in translating complex, challenging content into visual stories that educate and spark conversation.

The Malak Foundation engaged Creativa to develop a series of short-form videos designed to spark an important conversation within Australia’s African-Australian communities. The initiative is partnered through the Local Anti-Racism Initiatives Grants Program (LARI) and supported by the Victorian Government to raise awareness and improve reporting of racism.

The project focused on exploring forms of racism that exist within communities themselves, topics that are often difficult to address but essential to discuss if progress and unity are to be achieved.

The ‘Now We’re Talking’ campaign, developed by Creativa, comprises 10 short videos that explore themes including individual identity, tribal divides, and regional differences. By bringing these topics to light through real voices and lived experiences, the Foundation hopes to encourage reflection, understanding, and meaningful dialogue among the community.

A Human-Led Approach to Storytelling

At the heart of the series is a commitment to authentic, human-centred storytelling. The series features real people from the African-Australian community sharing and answering questions about their perspectives and experiences.

The questions were carefully crafted to be short, clear and most importantly provocative without being offensive. A fine line to walk.

We particularly wanted to capture the reaction of each cast member as they read out the questions. No one had seen the questions prior to being on camera, so the reactions you witness in the videos are raw and real.

We weren’t sure of the reactions these questions would have, and everyone reacted differently based on their lived experience. Some laughed at how true the statement was for them, and some were moved to tears. It was important for us to hold space for them and let them share what they felt comfortable with.

The cast was carefully selected, as it was important for us to film open individuals who were brave enough to share their unique and personal life experiences with the camera and, essentially, the world. These reflections were captured through candid interviews and natural moments, allowing personality, honesty, and emotion to lead the narrative. The aim was to create content that felt genuine and relatable rather than overly produced or scripted.

Behind-the-scenes stills from the shoot. Photography taken by Russell Jenkins.

Visual storytelling combined a multi-camera setup, with interviews filmed against a branded backdrop. Motion graphics and music were used carefully to support the message and create a cohesive viewing experience.

Designed for Social Impact

Teaser Trailer for the Now We’re Talking video series for the Inclusive Voice platform by Malak Foundation.

The ten videos are designed to live primarily across digital platforms, including the Malak Foundation’s website, Facebook, Instagram, and YouTube. By releasing the series alongside the launch of the Foundation’s new website, the videos will become a central part of the organisation’s public presence and advocacy work moving forward.

The campaign launched on the 24th of February at Footscray Town Hall in front of an audience of government officials and members of the community. It was received with strong engagement and positive feedback, sparking meaningful discussion around the themes explored in the series.

Photographs were taken of the event to commemorate the launch of the series. Photography supplied by the Malak Foundation and Creativa. Taken by GAZi Photography and Lliam Murphy.

The room was deeply engaged from the moment the video series began playing. Laughter and emotion moved through the audience throughout the screening. The conversation that followed was just as telling as the screening itself. Attendees spoke openly about their reactions. What struck the team most was how the videos had prompted genuine reflection rather than simply validation. Some viewers found themselves reconsidering their own perspectives after hearing views that differed from their own. This is precisely the kind of dialogue the series was designed to spark.

Watching the work land that way, with the community it was made for, in a room full of people willing to sit with something uncomfortable, was something our Producer Russell described as “carrying real weight.”

Encouraging Dialogue and Inclusion

The ultimate goal of the series is to create space for open and constructive dialogue. By acknowledging the complexities within communities and addressing them with honesty and care, the Malak Foundation hopes to promote greater understanding, empathy, and inclusivity.

Creativa is proud to be the Malak Foundation’s production partner and continues to work with clients who understand the power of visual storytelling to create lasting change.

Fawaz, Chairman of the Malak Foundation, had this to say about the collaboration:

“We had the pleasure of working with the team at Creativa on a community video production project, and the experience was genuinely outstanding from start to finish. Every member of the team went above and beyond what was expected of them, bringing not only technical expertise but also real care and commitment to the purpose of the project.

They took the time to understand our vision, our audience, and the sensitivity of the community context we were working in. Their communication was clear, responsive, and collaborative throughout the entire process. Even under tight timelines, they remained professional, solutions-focused, and flexible when adjustments were needed.

The final delivery exceeded our expectations in quality, storytelling, and impact. The production value was excellent, but more importantly, they captured the heart of the message in a way that truly resonates with the community.

We are deeply grateful for their dedication and would not hesitate to work with Creativa again or recommend them to others seeking a team that combines creativity, professionalism, and genuine passion for their work.”

– Fawaz Ateem

Work like this is a reminder of why we do what we do. When storytelling is handled with care, honesty, and a genuine respect for the people at the centre of it, it has the power to do more than inform. It can shift perspectives, open conversations, and bring communities closer together. We are grateful to the Malak Foundation for trusting us with a project that matters.

Explore the full campaign on the Inclusive Voice website: https://www.inclusivevoice.org/ and learn more about the Malak Foundation here: https://www.malakfoundation.org/.

Credits

Production Team

Producer: Russell Jenkins and Rose Damon
Interview Writers: Ted Janet, Rose Damon, Dana Newell
Interview Director: Rose Damon
Story Director: Dana Newell
Director of Photography: Lliam Murphy
Assistant Camera Operator: Rob Rogers
On-Set Sound: Rob Rogers
Edited by: Thom Ruz
Graphic Design and Animation: Hannah Lin
Colour Grade: Lliam Murphy

Event Photography: GAZi Photography (on behalf of Malak Foundation), Lliam Murphy

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