Wayne Denning | Championing Indigenous Stories

Wayne is a proud Birri and Guugu Yumidhirr man who left a remarkable career in the public service to found Carbon Creative. Carbon Creative is an agency aimed at making a difference to the lives of Indigenous Australians through creative and impactful storytelling. Some of the agency’s highlights include partnering with SBS’s inclusion program, being invited to pitch for the ABC’s Gruen and working with Sesame Street. Wayne completed a Master of Business Administration with QUT and in 2017 was awarded a QUT Outstanding Alumni Award in the category of Special Excellence for Achievements and Contributions to Indigenous Communities.

The QUT Alumni team sat down with Wayne to chat about his career in the creative industries and his perspectives as an Indigenous Australian.

18 years ago, you left the public service to found Carbon Creative. Can you tell us more about your role and the agency?

Carbon Creative is a creative agency with a difference - we exist to create game-changing solutions for some of society’s biggest issues. Proudly 100% First Nations owned and operated, we are a social change creative agency and are committed to working with clients and suppliers who share our desire to make the world a better place. My role as Managing Director is to advocate and provide strategic leadership to all aspects of Carbon’s operations and the company’s remit to 'Make Good'.

Carbon Creative aims to drive social change. What campaigns are you personally most proud of?

There are many campaigns that I am very proud to have worked on, be it the National Reconciliation Campaign (over the last three years), to the National COVID Vaccination Campaign during the pandemic. If I had to to pick a favourite, I would say our National Anti-Tobacco campaign, ’Don’t Make Smokes Your Story’. That campaign was aimed at reducing tobacco smoking rates in First Nations Communities, and centred on the story of an everyday First Nations man giving up cigarettes for the benefit of himself and his family. The Campaign was such a success it even had great cut through with non-Indigenous audiences. Another little project I have enjoyed was developing the Dolphins National Rugby League (NRL) First Nations celebration. The celebration called ’Buangan the Mighty Dolphin’ is played as part of the pre-game at every Dolphins NRL home game. Do yourself a favour and get along to a game at Suncorp Stadium to catch ‘Buangan’ – Phins up!

In your opinion, what is the greatest challenge to delivering influential communication today?

Right now, I believe disinformation and the lack of accountability by global media and social media organisations are significantly impacting society and individuals by promoting lies, falsehoods, bullying, and hate.. As they say, ‘with great power comes great responsibility’. Sadly, I don’t believe we are seeing this being exercised today.

What issue do you feel will have the greatest impact on Aboriginal and Torres Strait Islander peoples in the next 5-10 years?

Like many First Nations people, the rejection of the failed Voice to Parliament Referendum last year was deeply personal and hurtful – then and now. The reality presented a confronting and overwhelming way forward for many.  The fact that First Nations people continue to not be recognised in the Australian Constitution, do not have a national voice to influence policies that impact them, and remain the most disadvantaged and marginalised members of our society is heartbreaking. So, to me closing the gap in Indigenous disadvantage and the path to a reconciled and just Australia will continue to be the issues that will have the greatest impact on First Nations people for the next five to ten years and beyond.

You grew up in Blackwater on Ghungalu lands, which is around 800km north of Brisbane. What advice do you have for others who have grown up in regional Australia who want to amplify their story?

Growing up and living in regional Australia comes with its challenges, but it also presents opportunities and freedoms that are different to that of the city. We are certainly all more connected than we have ever been. Technology and communication have allowed, at least in theory, for us to all learn and promote ourselves and our ideas no matter where we live. We of course know that this is not the reality and barriers to access still exist. One thing I found as a kid from Blackwater was a great sense of place and that there is a big world out there to find and experience. I found through study and learning, and with the support of my family and friends, that opportunities present themselves no matter where you live; the trick is to pick the right ones without fear of failure.

What barrier would you most like to remove to facilitate the truth-telling process for Indigenous Australians?

The lens for reconciliation for so long has been funnelled and weighted to Aboriginal and Torres Strait Islander people. The failed referendum put into razor sharp focus the need for this way of thinking to be tipped firmly on its head. The lens needs to be through non-First Nations Australians, to reconcile how they live side by side, together with First Nations people. And the enormous gains that come with celebrating our oldest living culture. How with truth telling and healing – without blame or shame – we can unite and come together in an authentic way to address the challenges we face together as a society.

Who are some fellow Indigenous Australians that inspire you?

I remain truly inspired by the amazing David Unaipon, the Aboriginal man on the fifty dollar note. In addition to his incredible intellect, David Unaipon was brave, determined and unquestionably innovative. He reminds me when I see his smiling face of the incredible contribution First Nations people have made and continue to make to Australia, despite being marginalised. He should inspire every one of us to make positive change, to be brave and innovative each and every day.

What is one skill you couldn’t live without and why?

Diplomacy. We need to take others on the journey with us; to achieve our vision, we need to be diplomatic and humble in order to do this.QUT Degree  - Master of Business Administration (2006)

Do you have a question for Wayne? Connect with him on LinkedIn.