TABLE 2: PROMOTE BETTER UNDERSTANDING OF INDIGENOUS PEOPLE‘S CULTURES AND HERITAGE
Ensuring we are the national forum for dialogue and we are delivering transformative experiences and high-quality exhibitions, products and publications.
Performance criteria topics:
Education and cultural learning
Publishing (Aboriginal Studies Press)
Performance measures summary:
Communication: At least 70% of survey respondents rate our public communication, education and engagement as having high-level impact.
Education and cultural learning: Increasing the number and type of activities with an education focus.
Public events: Deliver at least 5 public events; 70% of survey respondents rate our events as having high-level impact.
Publishing: Majority Aboriginal and Torres Strait Islander authorship of Aboriginal Studies Press publications; deliver 8 publications.
Corporate Plan 2020–2024, pages 14 and 15. PBS 2020-21, page 69.
2 = substantially achieved, despite a few shortcomings.
AIATSIS is developing impact methodology with a target of 70% for the number and quality of public communication, education and engagement activities. The methodology also includes measuring the number and satisfaction of attendees at AIATSIS events. Consequently, the target of 70% cannot be reported on, although anecdotally feedback has been positive.
As anticipated, the initial impact of the pandemic on our media engagement decreased as online engagement increased. Notable results that reflect this change in engagement are AIATSIS Newsletter subscribers increasing by 63%, excluding Native Title and Research Exchange Newsletter subscribers, and our social media audience increasing by 53.6%. Total audience grew to 59,965, a 53.6% increase on the previous year. Engagements (people interacting with us in some way) were also up, from 170,395 in 2019–20 to 247,071. An evaluation methodology is currently in development to measure high-level impact; however we are pleased with the growth in our online presence.
Engagement and cultural learning
The rapid growth of interest in Core Cultural Learning is demonstrated by institutional uptake growing by 19% last year and 30% this year. Council’s endorsement of education as a strategic initiative implies the growing importance of this activity.
This annual report measures sales and downloads of The Little Red Yellow Black Book (LRYBB) and the AIATSIS Map of Indigenous Australia, both of which have increased. It also measures sales and downloads of the teaching resources for LRYBBand Our Land, Our Stories (OLOS), both of which decreased. A slight decrease in figures for OLOS and LRYBB web resources was expected following the first year of release. For this reporting period OLOS sales were $825,623.17. New education products are in development.
We exceeded the target despite having fewer attendees due to COVID-19 restrictions. Our signature event, the AIATSIS Summit, plus the three live streamed virtual events drew lower numbers than in previous years, as expected – a 63% decline.
The number of publications (books, journal editions, other publications) grew by 100% in 12 months and the number of Aboriginal and Torres Strait Islander people who publish via Aboriginal Studies Press continues to grow.
Table 2a: Communications—number and quality
Performance criterion: Communication
Performance measure: Number and quality of public communication, education and engagement assessed through surveys/feedback channels
Target: 70% of respondents indicate high level impact
Number of public communications:
Media releases, alerts and web news stories
Media interviews with AIATSIS staff or affiliates
Requests for content or information by media
Media mentions (hard copy and digital)
Social media audience (LinkedIn, Facebook, Instagram, Twitter)
Surveys distributed (internal and external)
+70% in online engagement
Quality of public communications, assessed through surveys/feedback channels—percentage of respondents who agreed ‘high level impact’
Evaluation process still being developed
Impact evaluation methodology in development.
Outcome: An evaluation methodology is currently in development to measure high-level impact (as specified in the PBS and Corporate Plan). Performance targets were either met or exceeded. In this reporting period, the impact of the pandemic on our media engagement decreased, and online engagement increased. An increase in AIATSIS Newsletter subscribers by 63% (excludes Native Title and Research Exchange Newsletter subscribers) and an increase in our social media audience by 53.6% are two notable results.
*figures includes subscribers to the AIATSIS Newsletter. Native Title Newsletter and Research Exchange Newsletter reach a further 3,066 subscribers
**social media is another indicator of our performance in this area.
Engagement numbers (instances where people interacted with our social media in some way) increased from 170,395 in 2019–20 to 247,071.
Facebook – audience 32,671; engagements 176,800
Twitter – audience 10,653; engagements 27,942
Instagram – audience 10,439; engagements 16,826
LinkedIn – audience 5,973; engagements 25,316
YouTube – audience 229; engagements 187
Table 2b: Engagement with education
Performance criterion: Education and cultural learning
Performance measure: Increase in number and type of activities with an education focus
Target: Measured by:
1. % increase in uptake of Core cultural learning (sales or users)
2. % increase in utilisation of education products and services
Core Cultural Learning—institutional uptake
Utilisation of AIATSIS education products—purchases/downloads of curriculum resources
Existing resources (The Little Red Yellow Black Book (LRYBB) and AIATSIS Map of Indigenous Australia)
New resources (The Little Red Yellow Black Book teaching resources, Our Land, Our Stories (OLOS))
1,330 kits sold
6,461 web views LRYBB
New educational activities and resources introduced
Outcome: Products and services designed to educate are integral to our success. With the rapid growth of interest in Core and the Council’s endorsement that education is a strategic priority, the measures published in the PBS and Corporate Plan need refinement. For this reporting period OLOS sales were $825,623.17. A slight decrease in figures for OLOS and LRYBB web resources was expected following the first year of release. New education products are in development.
Table 2c: Public events
Performance criterion: Public events
Performance measure: Number and satisfaction of attendees at AIATSIS events
5 annual events
70% of respondents indicate high level impact
Number of AIATSIS public events
Number of attendees at AIATSIS public events
Satisfaction levels reported by attendees at AIATSIS events.
Outcome: The 2020-21 result exceeded the target despite fewer attendees due to COVID-19 restrictions. Our signature event, the AIATSIS Summit, had 910 delegates across the 5-day program. These attendance numbers include participation rates for the 3 live streamed virtual events we held, but not the participation rate for the online Indigenous Art Market, as the AIATSIS website provided direct links to the art market website that managed the e-commerce exchanges.
Table 2d: Publication program
Performance criterion: Publishing (Aboriginal Studies Press)
Performance measure: Increase Indigenous authorship through ASP Publications
Majority Indigenous authors
Publish 8 or more publications annually
Number of publications (books, journal editions, other publications)
20 other + 8 ASP publications = 28
Number of ASP authors—Aboriginal and Torres Strait Islander/total
5 Aboriginal and Torres Strait Islander authors or contributors/6 books
Majority Aboriginal and Torres Strait Islander authors or contributors/6 books, 1 journal and 1 research report
Outcome: 28 publications across all types far exceeded the target of 8. Eight titles were published by ASP. Other publications include 7 Newsletters, 6 Research Reports and 7 Community Reports. The number and proportion of Aboriginal and Torres Strait Islander people publishing through ASP continues to grow (29% in 2020-21).
‘Other publications’ includes newsletters and community and research reports