Amazon Australia Reflect RAP - November 2021 - November 2022 - Force.com is now Salesforce Platform
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Amazon Australia Reflect RAP November 2021 - November 2022
ACKNOWLEDGEMENT OF COUNTRY
Amazon Australia acknowledges Aboriginal and Torres Strait
Islander peoples as the Traditional Owners of the land on
which our business operates and where we come together
to work, throughout Australia.
We recognise Aboriginal and Torres Strait Islander peoples’
continuing connection to land, waterways and culture.
We pay our respects to Elders past, present and emerging
and to all Aboriginal and Torres Strait Islander peoples.
2
Aboriginal artwork created by Kalkadoon artist Chern’ee Sutton.
ARTIST STATEMENT Chern’ee Sutton is a proud Aboriginal artist and Kalkadoon woman from the emu foot province near Mount Isa in North West Queensland. Chern’ee’s Great, Great, Great Grandmother is an apical ancestor of the Kalkadoon people and is also related to Charlie Perkins, a renowned Aboriginal activist who led the Freedom Ride in the late 1960s. This artwork is an expression of community, with the most prominent symbol reflecting Amazon Australia in the centre, surrounded by two other community symbols. The second symbol features four handprints, reflecting Amazon’s values of trust, connection, being valued and informed. The third, smallest community symbol, contains Kangaroo and emu footprints, representing Amazon’s journey towards Reconciliation, which is always moving forwards and never backwards. These community symbols are the three pillars that make up Amazon Australia, their Reconciliation Action Plan and their journey towards Reconciliation. The snake represents the rainbow serpent and Aboriginal Culture and history, with the turtle and waterholes representing Torres Strait Islander culture and history, both of which have been connected to our lands for at least the last 65,000 years. The tree represents Amazon building the best possible future through innovation and creating a generation of future jobs. The leaves represent the many future jobs and employees who will grow and branch out due to Amazon Australia’s RAP and the roots represent the strong foundation that this future is growing upon. The boomerang represents customers continuously returning due to quality products and service. The world in the top left corner represents Amazon’s global language, bringing varying backgrounds, ideas and points of view together to build and invent on behalf of customers. The hammer represents this company of builders, the light bulb represents ideas and the eye represents the many points of view from people of varying backgrounds. The world and people around it symbolise the many diverse people who are a part of Amazon and who provide their unique perspectives and ideas. Finally, the footprints which travel throughout the painting represents Amazon’s Reconciliation Journey, from the past, to the present and into the future.
AMAZON AUSTRALIA INTRODUCTION & RAP VISION
Amazon recognises the need for reconciliation with
the First Australians, and acknowledges the importance
of taking meaningful steps to improve the lives of all
Aboriginal and Torres Strait Islander peoples.
We are a company of builders who bring varying
backgrounds, ideas, and points of view to inventing
on behalf of our customers. Our diverse perspectives
come from many sources including gender, race, age,
national origin, sexual orientation, culture, education, and
professional and life experience. We are committed to
diversity and inclusion and always look for ways to scale our
impact as we grow. We strive to be Earth’s Best Employer,
to create a safer, more productive, higher performing, more
diverse, and more just environment.
5
OUR BUSINESS
Amazon’s mission is to be Earth’s most customer-centric
company and Earth’s Best Employer. We work backwards from
what customers want, and continuously invent on their behalf.
Since our launch in Australia in 2012, this customer obsession
has guided our growing investments in Australian technology,
infrastructure, content and people – which now includes a local
team of employees across Amazon Web Services, Kindle, Audible,
Amazon.com.au, Alexa, Twitch and Prime Video. We also seek to
be the biggest champion of small and medium-sized businesses
(SMBs) and entrepreneurs on earth. Amazon empowers businesses
to succeed in the rapidly digitising economy – selling their products
online, leveraging cloud services to quickly launch and grow their
businesses, building Amazon devices and Alexa skills to reach
customers, and even publishing their own books.
6
EMPLOYMENT & LOCATION IN AUSTRALIA Globally, Amazon employs more than 1.3 million people. Amazon Australia’s local workforce of more than 3,500 people is based across all Australia’s major cities, and we have invested AU$5.3 billion in local infrastructure and jobs. We are proud to announce that our Amazon businesses are coming together across Australia to develop our first Reconciliation Action Plan (RAP). Amazon recognises the need for reconciliation with First Australians and the importance of taking meaningful steps to improve the lives of all Aboriginal and Torres Strait Islander peoples. Amazon is committed to identifying and building mechanisms to serve the needs of our diverse customers, grow the diversity of our leaders, and create a culture of inclusion. Amazon office locations: • Kaurna (Adelaide) • Eora (Sydney) • Yuggera, Ugarapul, Turrbal (Brisbane) • Whadjuk (Perth) • Wurundjeri (Melbourne) Amazon fulfilment centre locations: • Boonwurrung (Dandenong South) • Whadjuk (Perth Airport) • Tharawal (Moorebank) • Wurundjeri (Ravenhall) • Yuggera, Ugarapul, Turrbal (Lytton) Amazon delivery stations: • Yuggera, Ugarapul, Turrbal (Pinkenba) • Wurundjeri (Tullamarine) • Kuring-gai (Frenchs Forrest) • Darug (Regents Park) • Boonwurrung (Mulgrave) • Whadjuk (Kewdale) Artwork by Chern’ee Sutton 7
DIVERSITY, EQUITY & INCLUSION
Principles
• Diversity is the combination of unique skills, experiences, perspectives,
and cultural backgrounds that make us who we are and ultimately
benefits our global customers. It’s a full range of visible and invisible
identities, including but not limited to gender, race, ethnicity, nationality,
physical and cognitive ability, sexual orientation, military status, education,
religion, age/generation, social class, language, etc. Individuals and
groups are not one-dimensional, and in fact are shaped by multiple and
intersecting identities.
• Equity is the fairness of access, opportunity, and advancement for all.
Equity looks to identify and eliminate barriers that have prevented the
full participation of some groups. It’s also about ensuring that policies,
practices, and systems provide all individuals access to the opportunities,
resources, and recognition to be successful.
• Inclusion is providing an environment where our employees feel valued,
trusted, connected, and informed. It’s about recognizing and valuing the
different lived experiences of our teams, and leveraging their unique
competencies and perspectives, so that everyone may experience
ownership and empowerment.
8
DIVERSITY, EQUITY & INCLUSION
Tenets
Our tenets will inform our approach within this Reflect RAP.
1. We expand the definition of an Amazonian. Our content, products, and
mechanisms seek to drive a foundation where there is no one “right way”
to be an Amazonian.
2. We obsess over customers of all backgrounds. Our work is centered
on the internal and external customer and the understanding that diverse
and inclusive teams produce better results.
3. We insist on the best for Amazonians. We challenge ourselves to
sacrifice short-term outcomes for long-term impact and commit to
meeting the highest bar, continuously innovating to create the best
environment for our employees.
4. We build with a global mindset. We seek context relevancy for
Amazonians of all cultures. Our work includes the perspectives of
growing diverse communities at Amazon and global content creators.
5. Impact is the focus. We prioritize and measure work that urges both
individual behavioral and institutional systems changes. Completion
and compliance metrics are not the end goal.
6. The good/bad binary is a myth. We build solutions that cultivate a
culture of life-long curiosity, development, and practice. At times, this
process may be uncomfortable, and we are okay with that as long as
we share our truths and raise the bar.
7. We dive deep into the data. We do not hide behind averages. We value
anecdotes and use them to support or question our data. We proactively
inspect and examine quantitative and qualitative information to ensure
we continuously gain insight into the margins and systemic barriers, and
where equity is an outcome.
8. We lead with intersectionality. Diversity is not one dimensional, and not
just about gender. Diversity is multi-dimensional, and includes race and
ethnicity and nationality, gender and gender identity, sexual orientation,
military status, disability, religion, age, education and all its combinations.
9
MESSAGE FROM AMAZON’S RAP CHAMPION
I am proud to introduce Amazon Australia’s first Reconciliation Action Plan (RAP), a Reflect RAP,
cementing our long-term commitment towards reconciliation.
Reconciliation Australia’s RAP Framework provides organisations with a structured approach to
advance reconciliation. There are four types of RAPs that an organisation can develop - Reflect,
Innovate, Stretch, Elevate - each designed to suit an organisation at different stages of their
reconciliation journey.
Amazon is committed to Diversity, Equity and Inclusion in every region it operates, and
Australia is no exception. By operating in an inclusive way, we build trust, connection and
information that allows us to create a positive impact on our products and services, and help
us better serve our customers. We believe that diversity benefits the communities we serve,
and that a combination of unique skills, experiences, perspectives and cultural backgrounds
help to foster a successful business.
In this first phase, we will establish foundations to pave the way for long-term reconciliation.
We will engage a wide range of stakeholders from within Aboriginal and Torres Strait Islander
communities, with an active focus on listening. We will aim to deepen relationships, foster
an inclusive environment, and focus on opportunities to create impact across education,
employment and supply chain. This process will provide the solid foundations to ensure our
future RAPs are meaningful, mutually beneficial and sustainable.
Our Reflect RAP sets measurable targets for us to achieve over the course of the next year and
will harness the enthusiasm and input of the broader Amazon team. With the full support of
the Amazon Australia leadership team, this RAP will be governed by the Amazon Australia RAP
Working Group.
The National Reconciliation Week theme of 2021 was ‘More than a word: Reconciliation takes
action’ and this will be our premise as we embark on this reconciliation journey in partnership
with Aboriginal and Torres Strait Islander peoples, our colleagues, customers, business partners
and the wider Australian community.
This inaugural Amazon RAP has highlighted the opportunity for a long term vision and strategy
for our work in support of reconciliation. It has enabled us to identify a series of pillars that will
underpin our approach as we move forward in order to ensure our work is measurable, impactful
and aligned to our values. I am honoured to embark on this journey towards reconciliation,
alongside the Amazon Australia leadership team.
Leanne Cartwright-Bradford
VP and Head of Operations, Audible APAC
10MESSAGE FROM RECONCILIATION AUSTRALIA CEO
Reconciliation Australia welcomes Amazon Australia to the Reconciliation Action Plan (RAP)
program with the formal endorsement of its inaugural Reflect RAP.
Amazon Australia joins a network of more than 1,100 corporate, government, and not-for-profit
organisations that have made a formal commitment to reconciliation through the RAP program.
Since 2006, RAPs have provided a framework for organisations to leverage their structures and
diverse spheres of influence to support the national reconciliation movement. The program’s
potential for impact is greater than ever, with close to 3 million people now working or studying
in an organisation with a RAP.
The four RAP types — Reflect, Innovate, Stretch and Elevate — allow RAP partners to
continuously develop and strengthen reconciliation commitments in new ways. This Reflect
RAP will lay the foundations, priming the workplace for future RAPs and reconciliation initiatives.
The RAP program’s strength is its framework of relationships, respect, and opportunities,
allowing an organisation to strategically set its reconciliation commitments in line with its
own business objectives, for the most effective outcomes.
These outcomes contribute towards the five dimensions of reconciliation: race relations; equality
and equity; institutional integrity; unity; and historical acceptance.
It is critical to not only uphold all five dimensions of reconciliation, but also increase awareness
of Aboriginal and Torres Strait Islander cultures, histories, knowledge, and leadership across all
sectors of Australian society.
This Reflect RAP enables Amazon Australia to deepen its understanding of its sphere of influence
and the unique contribution it can make to lead progress across the five dimensions. Getting
these first steps right will ensure the sustainability of future RAPs and reconciliation initiatives,
and provide meaningful impact toward Australia’s reconciliation journey.
Congratulations Amazon Australia, welcome to the RAP program, and I look forward to
following your reconciliation journey in the years to come.
Karen Mundine
Chief Executive Officer, Reconciliation Australia
11RECONCILIATION ACTION PLAN
AMAZON AUSTRALIA’S RAP WORKING GROUP (RWG)
NAME TITLE AMAZON BUSINESS ROLE
Leanne Cartwright- VP and Head of Operations APAC Audible RAP Champion
Bradford
Michael Hill Head of Aboriginal Affairs Amazon Web Services RAP Chairman
Partner Solutions Architect
Emma Brooks Community and Corporate Amazon Web Services Governance
Communications Manager
Lynne Barry Human Resources Director Amazon Web Services Employment lead
Lauren Jauncey Head of Internal Communications Amazon Web Services Employment
and Engagement
Michael Worthy DCE - ICT Design Engineer - APAC Amazon Web Services Events
Toni Knowlson Digital Innovation BDM Amazon Web Services Education lead
Rikki Jackson Sales Development Representative Amazon Web Services Education
Melissa O'Leary Senior Brand Manager Audible Governance
Jessica Plumbe Product Manager Alexa Events
Laura Nemaz Human Resources Business Partner - AU Amazon Retail Employment
Suyog Sankhe Senior PM Amazon Retail Education
Ian Bradley Category Leader Amazon Retail Employment
Charlotte Community Engagement Manager Amazon Retail Events lead
Richardson
Chadd Cicciarelli Principal, Emerging Brands, Australia Team Amazon Retail Procurement lead
Craig Fuller Amazon Australia Director of Operations AU Operations Procurement
Kelly Wearmouth General Manager – AU Advertising Amazon Advertising Events
Justine Roussarie Program Manager, DV Core Non-Tech ROW Prime Video Events
Georgia Mitchell Senior Manager, GREF, Office Management Global Real Estate & Events
Facilities
Emma Whitty Advisory Consultant Amazon Web Services Events
Ricky Chanana Head of Sales, AUNZ Twitch Events
Reece Denne Enterprise Account Manager Amazon Web Services Procurement
Jeremy Brocherie National Supply Chain Manager AU Operations Procurement
Krzysztof Budzynski SYD Cluster Manager, Data Ops Amazon Web Services Procurement
Sarah Nayton Diversity, Equity and Inclusion Manager AU Operations Governance
Jace Armstrong Senior Corporate PR Manager Amazon Retail GovernanceMESSAGE FROM RECONCILIATION WORKING GROUP CHAIRMAN
I am a proud descendent of the Wadandi people of Southwest Western Australia.
Wadandi are one of the 14 peoples of Noongar boodja (country), each occupying
ecologically distinct geographic areas with a history dating back 45,000 years. At
Amazon Australia, we recognise and respect the ongoing contribution of our First
Nation’s peoples as the Traditional Custodians of our Country.
This Reconciliation Action Plan (RAP) holds personal significance for me when I
reflect on the historic experiences of my own family in encountering and coping
with Indigenous disadvantage in Australia. I was drawn to Geography as a way of
studying country. Combining geography with IT unlocked opportunities in STEM
fields, allowing me to forge an exciting career that has taken me around the world,
ultimately working at Amazon. The RAP will show how we will work to make Amazon
a welcoming and inclusive place for Aboriginal and Torres Strait Islander people,
welcoming future Indigenous tech leaders into our organisation to inspire and
empower tomorrow’s builders.
I am excited to deliver Amazon Australia’s first Reflect RAP, committing us to
action on our journey to reconciliation. In this RAP, we will outline our first steps in
our reconciliation journey. Setting measurable goals for engaging Aboriginal and
Torres Strait Islander people that are innovative, with lasting positive effect. In our
Reflect RAP, our goals focus on reconciliation through education and employment
opportunities for First Nation’s peoples as well as procurement from indigenous
businesses. Our RAP plans, and our Amazonians that support it, will think big,
communicate a bold direction, and provide a strong platform from which we
can grow our engagement with our Indigenous communities, and celebrate our
people and culture.
We will be consultative in our actions, at all times respectful to country and
the people who belong to the world’s oldest continuous living culture.
Michael Hill
RAP Chairman, Amazon Australia
13CURRENT INDIGENOUS PROGRAMS & PARTNERSHIPS
Amazon Wide
Cultural Protocols
All Amazon employees across Australia have received cultural protocol
guidance around Welcome to Country and Acknowledgment of Country,
when to use each, and their cultural significance. Amazon-wide All Hands
now all include an Acknowledgment of Country. Resources to help Amazon
employees find out whose country they are meeting on have also been
made available to all staff.
Supply Nation partnership
Amazon is proud to have procured a Supply Nation membership, and will
be working closely with Supply Nation to introduce its vendors into the
Amazon network.
NAIDOC Week 2020 and 2021 for Amazon employees
To celebrate NAIDOC Week 2020, all Amazon employees were invited to
watch the online broadcast of a sacred Smoking Ceremony performed at the
National Centre of Indigenous Excellence (NCIE) in Redfern.
Following the Smoking Ceremony, Toni Knowlson from Amazon Web Services,
hosted a live speaking panel featuring Laura Berry, CEO of Supply Nation and
Nakkiah Lui, writer actor, and host of the Audible Original podcast, Debutante:
Race, Resistance and Girl Power.
During NAIDOC Week 2021, all Amazon employees were invited to a
panel discussion featuring First Nations leaders including world renowned
didgeridoo player, Jeremy Donovan, Young Australian of the Year 2020,
Corey Tutt, and Indigenous Amazon seller, Dom Smith, from Pundi Produce.
Amazon Australia Leadership Team Cultural Competency Training
Amazon leaders participated in a half-day Indigenous Cultural Competency
Training course ibn May 2021, designed by Arrilla. This course was provided by
trainers, advisors and consultations who are Supply Nation certified, majority
Indigenous owned and operated, and who are experienced in consulting with
senior leadership in the reconciliation space.
14CURRENT INDIGENOUS PROGRAMS & PARTNERSHIPS
Amazon Web Services
Wirrpanda Foundation & AWS
The Wirrpanda Foundation was founded in
2005 by former West Coast Eagles player, David
Wirrpanda. Its mission is to lead the provision
of education, employment and business
opportunities for Aboriginal and Torres Strait
Islander Australians. The engagement with
AWS saw our teams work as mentors to explore
student interest in technology and to build
cultural understanding through technology.
The students each had to come up with a story,
adapt the stories to narrate, then give their story
to Alexa, allowing the AI to tell the story.
The AWS team conducted lab sessions to
provide the students hands-on experience and
guidance to develop their story-telling skills
using Alexa Blueprints. The feedback from the
students indicated they loved working on the
project and developing new skills. They got a lot
of joy from hearing their stories re-told by Alexa,
and it highlighted the power of the cloud to
store and disseminate kaartdijin (knowledge).
15CURRENT INDIGENOUS PROGRAMS & PARTNERSHIPS
Amazon Web Services
AWS re/Start Collaborates with Goanna
Education
AWS and Indigenous-owned enterprise, Goanna
Education has collaborated to bring the AWS re/
Start program to Australia. AWS re/Start is a
12 week, full-time digital skills training program,
designed to prepare the unemployed and
underemployed, with job seeking preparation
at the end of the program. The program
supports students with training, mentoring and
support services, job application and interview
preparation.
AWS Supports the Indigenous Mapping
Workshop
AWS has sponsored the Indigenous Mapping
Workshop (IMW), to support the development
and advancement of culturally appropriate and
inclusive geospatial technologies for Indigenous
leadership, agencies, and communities to
support Indigenous rights and interests.
The IMW is for members of, or people working
directly with, Aboriginal and Torres Strait
Islander communities or organisations in
Australia.
16CURRENT INDIGENOUS PROGRAMS & PARTNERSHIPS
Amazon.com.au
Welcome to Country and Acknowledgment
of Country protocols
Amazon.com.au has incorporated the
Acknowledgement of Country into all key
business updates, with the Welcome to Country
a core focus of all new site launches. The launch
of Brisbane’s Lytton fulfilment centre in 2020
featured a smoking ceremony attended by
Brisbane fulfilment centre associates.
Fulfilment centre artwork
Amazon.com.au will engage a local Aboriginal
or Torres Strait Islander artist to create a feature
mural or artwork for each new fulfilment centre
that launches in 2021 and beyond. Each artwork
will be reflective of the lands on which the
fulfilment centre is located. One such example
is the artwork created by Yorta Yorta artist
Mandi Barton, for the launch of Melbourne’s
newest fulfilment centre in August 2021. The
work stretches across an entire internal wall of
the facility and depicts a platypus swimming
through a creek – the platypus being MEL5’s
official mascot.
NAIDOC Week 2021
To celebrate NAIDOC Week 2021, Amazon.com.
au created a storefront showcasing Indigenous
Seller, Dominic Smith, the founder of Pundi
Produce. Pundi Produce was amplified across
social media and amazon.com.au. A collection
of books written and illustrated by Aboriginal
and Torres Strait Islander authors was also
promoted across the Amazon Books storefront
and the home page. Music and DVDs featuring
First Nations actors and musicians were also
promoted on amazon.com.au.
17CURRENT INDIGENOUS PROGRAMS & PARTNERSHIPS
Alexa
2020 National Reconciliation Week Aboriginal languages feature
(NAIDOC) promotion on Alexa
February 2021 saw three years of Alexa in
Alexa can answer questions about NAIDOC Australia, and she’s learnt a lot in that time.
week, and had a special response to “Good
Using a collection of verified sources,
Morning”, which is one of the top phrases
we’ve begun to train Alexa to learn about
used with Alexa. She announced the start of
Aboriginal and Torres Strait Island cultures,
NAIDOC week, explaining the background,
starting with Indigenous languages.
and directed customers to find out more with
the ‘Deadly Questions’ skill. Customers can ask how many Indigenous
languages there are in any Australian state,
Developed by the Victorian government,
or to name an Indigenous language.
this voice experience allows customers to
explore Aboriginal cultures, histories, ideas, We plan to expand the Indigenous topics
opinions and Treaty directly from Aboriginal Alexa can provide answers for, including the
Australians themselves. purpose of an Acknowledgement of Country,
the meaning of the colours of the Aboriginal
We informed customers of these experiences
flag, about Native Title, and more.
across Amazon.com.au, on Echo screen
devices, and via a weekly customer
newsletter.`
18CURRENT INDIGENOUS PROGRAMS & PARTNERSHIPS
Audible
Commissioning First Nations content
Audible is passionate about amplifying First Nations voices
and is focused on commissioning content that is written
and performed by First Nations creators. With two titles
launched to date, Audible is just getting started.
Debutante: Race, Resistance and Girl Power is an Audible
Original series that explores the antiquated debutante ball.
Hosted by Nakkiah Lui and Miranda Tapsell, Debutante
dives into this controversial colonial export, but asks, can it
be empowering too?
The series gives listeners insight into the challenges that
Aboriginal and Torres Strait Islander people, and women
of colour face, whilst navigating institutions and power
structures long ago designed to subjugate them.
Debutante was nominated as a finalist in the best radio/audio
feature category at the prestigious 2020 Walkley Awards.
The Boy From The Mish is an Audible Studios title written by
Yuin author Gary Lonesborough. The audiobook is a funny
and heart-warming coming-of-age story, set in a rural
Australian community, about 17-year-old Jackson finding
the courage to explore who he is, even if it scares him.
Audible engaged Wongutha-Yamatji actor, Meyne Wyatt,
to narrate the audiobook, who was passionate about the
opportunity to tell the story of a young, queer Indigenous
man who is grappling with his race and identity, with the
hopes of normalizing conversations around Indigenous
intersectionality.
After Story is an Audible Studios title written by Eualeyai/
Kamillaroi woman, Professor Larissa Behrendt and
narrated by Tamala Shelton and Shari Sebbens. The
audiobook tells the story of Indigenous lawyer, Jasmine,
who decides to take her mother, Della, on a tour of Audible title artwork
England’s most revered literary sites. Jasmine hopes it
will bring them closer together and help them reconcile
the past, but they discover their past is never quite
behind them.
19CURRENT INDIGENOUS PROGRAMS & PARTNERSHIPS
Audible
NAIDOC Week 2020 and 2021 on Audible
To celebrate NAIDOC Week 2020, Audible
curated a collection of its top audiobooks by
First Nations authors, featuring content such
as Dark Emu, Too Much Lip, and Terra Nullius.
The collection was promoted to members
across audible.com.au, in app, via email
communications and social media.
Audible also added a permanent
Acknowledgment of Country across its website
to recognise its commitment to reconciliation
beyond NAIDOC Week.
This collection was then reimagined in 2021,
celebrating a collection inspired by the theme
of NAIDOC Week 2021, Heal Country, Heal our
Audible NAIDOC promotional artwork
Nation. The collection featured a range of texts
including fiction, essays, historical titles and
biographies, highlights include Loving Country,
Tell Me Why, Song of the Crocodile, and Growing
up Aboriginal in Australia.
20CURRENT INDIGENOUS PROGRAMS & PARTNERSHIPS
Twitch
NAIDOC Week 2020 and 2021 on Twitch
NAIDOC Week 2020 on Twitch was about
celebrating and elevating those who are
underrepresented both on Twitch and within
gaming culture overall. We brought this to life
by placing Aboriginal and Torres Strait Islander
creators and their content categories at the
forefront of our brand across the week. This
meant elevating the voices of Aboriginal and
Torres Strait Islander creators via our owned
and operated media, homepage and in press
– creating space to tell their own stories and
share their own experiences with the wider
Twitch community in Australia and New Zealand.
In 2021, Twitch celebrated 12 Indigenous
creators on the homepage of Twitch, who
had been nominated by the wider Twitch
community. These creators received social
media promotional support. During the June
lead-in to NAIDOC Week, Twitch also sponsored
a $10,000 scholarship program for First Nations
Live Content Creators run by Indigitek, a not-
for-profit organisation that aims to increase the
participation and success of Indigenous peoples
in the tech industry.
Twitch NAIDOC promotional artwork
21CURRENT INDIGENOUS PROGRAMS & PARTNERSHIPS Prime Video NAIDOC Week 2020 and 2021 on Prime Video Prime Video is committed to elevating the voices of Aboriginal and Torres Strait Islander directors, writers and actors who bring their powerful and unique stories to the screen. To celebate NAIDOC Week 2020, we curated a collection of First Nations stories available to all Prime members in a dedicated evergreen carousel on the Prime Video Home page featuring outstanding movies such as Emu Runner, Jedda, and Storm Boy (1976). We are also surfacing a selection of First Nations movies available to rent or buy for all Amazon customers in a dedicated evergreen carousel on the Prime Video Store and featuring compelling stories including The Australian Dream, Sweet Country and Ten Canoes. In 2021, we celebrated a collection of 30 First Nations movies. These films were included with Prime membership, or available to rent or buy at a discounted cost, and included High Ground, The Australian Dream, Contact and Sweet Country. Prime Video also made Sweet Country available to rent for free from 2-11 July, with support across Prime Video home and store pages, as well as support across Fire TV, and social media. First Nations stories on the home page First Nations movies 22
CURRENT INDIGENOUS PROGRAMS & PARTNERSHIPS
Prime Video
Warriors On The Field
Prime Video announced at the Prime Video
Presents event in Sydney, ‘Warriors On The Field’,
an Australian Amazon Original documentary
presented by former AFL champion Michael
O’Loughlin, will be premiering exclusively on
Amazon Prime Video in 2022.
Directed by award winning director Professor
Larissa Behrendt (Eualeyai, Kamillaroi), the
documentary offers compelling insight that
explores the deeply personal and poignant
stories of three Indigenous AFL players
and celebrates Aboriginal Australia and its
association with the Australian Football League.
Unheard
Taking a deep dive into stand-out cases led by
the National Justice Project and our community
partners, this six part investigative documentary
series uncovers first-hand accounts of racial AFL Champion Michael O’Loughlin
injustice in Australia, including the deaths of
Aboriginal and Torres Strait Islander peoples in
custody. Objectively presenting the facts, each
episode gives the audience unbiased insight
into the race-fueled atrocities that happen
in Australia every day, while exploring the
shocking statistics behind the broader issues.
23CURRENT INDIGENOUS PROGRAMS & PARTNERSHIPS
Amazon Music
NAIDOC Week 2021 on Amazon Music
To celebrate NAIDOC Week 2021, Amazon Music
created a collection of music and podcasts by
First Nations artists, with promotional support
within the Amazon Music app and newsletter.
Artists that were featured include Jessica
Mauboy, The Kid LAROI, A.B. Original and
more, while podcasts include Take It Blak, SBS
NITV Radio, Indigipreneur, Storykids, and more.
First Nations collection on Amazon Music homepage
24RECONCILIATION ACTION PLAN
RELATIONSHIPS
ACTION DELIVERABLE TIMELINE RESPONSIBILITY
1. Establish • Identify Aboriginal and Torres Strait Islander November VP and Head of
and strengthen stakeholders and organisations within our 2021 Operations APAC,
mutually beneficial local area or sphere of influence. Audible
relationships with
Aboriginal and • Research best practice and principles that January 2022 Community
Torres Strait Islander support partnerships with Aboriginal and and Corporate
stakeholders and Torres Strait Islander stakeholders and Communications
organisations. organisations. Manager
2. Build • Circulate Reconciliation Australia’s NRW May 2022 Community
relationships resources and reconciliation materials to Engagement
through celebrating our staff. Manager
National
Reconciliation Week • RAP Working Group members to participate May 27 - Community
(NRW). in an external NRW event. June 3, 2022 Engagement
Manager
• Encourage and support staff and senior May 27 - Community
leaders to participate in at least one external June 3, 2022 Engagement
event to recognise and celebrate NRW. Manager
3. Promote • Communicate our commitment to November VP and Head of
reconciliation reconciliation to all staff. 2021 Operations APAC,
through our sphere Audible
of influence.
• Identify external stakeholders that our December 2021 Community
organisation can engage with on our and Corporate
reconciliation journey. Communications
Manager
• Identify RAP and other like-minded December 2021 Community
organisations that we could approach to and Corporate
collaborate with on our reconciliation journey. Communications
Manager
4. Promote positive • Research best practice and policies in areas March 2022 Head of Internal
race relations of race relations and anti-discrimination. Communications
through anti- and Engagement
discrimination
strategies. • Conduct a review of HR policies and procedures July 2022 Human Resources
to identify existing anti-discrimination Director
provisions, and future needs.RECONCILIATION ACTION PLAN
RESPECT
ACTION DELIVERABLE TIMELINE RESPONSIBILITY
1. Increase • Develop a strategic plan for increasing November Senior PM
understanding, understanding, value and recognition of 2021
value and recognition Aboriginal and Torres Strait Islander cultures,
of Aboriginal and histories, knowledge and rights within our
Torres Strait Islander organisation.
cultures, histories,
knowledge and rights • Conduct a review of cultural learning needs November Senior PM
through cultural within our organisation. 2022
learning.
2. Demonstrate • Develop an understanding of the local Traditional November Senior PM
respect to Aboriginal Owners or Custodians of the lands and waters 2022
and Torres Strait within our organisation’s operational area.
Islander peoples by
observing cultural • Increase staff’s understanding of the purpose and December Head of
protocols. significance behind cultural protocols, including 2021 Aboriginal Affairs
Acknowledgement of Country and Welcome to
Partner Solutions
Country protocols.
Architect
3. Build respect for • Raise awareness and share information amongst July 2022 Community
Aboriginal and Torres our staff about the meaning of NAIDOC Week. Engagement
Strait Islander cultures Manager
and histories by
celebrating NAIDOC • Introduce our staff to NAIDOC Week by July 2022 Community
Week. promoting external events in our local area. Engagement
Manager
• RAP Working Group to participate in an external July 2022 Community
NAIDOC Week event. Engagement
Manager
26RECONCILIATION ACTION PLAN
OPPORTUNITIES
ACTION DELIVERABLE TIMELINE RESPONSIBILITY
1. Improve • Articulate how Amazon’s Diversity, Equity and February Head of Internal
employment Inclusion principles connect to Aboriginal and 2022 Communications
outcomes by Torres Strait Islander employment within our and Engagement
increasing Aboriginal organization.
and Torres Strait
Islander recruitment, • Build understanding of current Aboriginal and June 2022 Head of Internal
retention and Torres Strait Islander staffing to inform future Communications
professional employment and professional development and Engagement
development. opportunities.
2. Increase Aboriginal • Develop a business case for procurement from December Principal, Emerging
and Torres Strait Aboriginal and Torres Strait Islander owned 2021 Brands, Australia
Islander supplier businesses. Team
diversity to support
improved economic • Secure Supply Nation membership. November Principal, Emerging
and social outcomes. 2021 Brands, Australia
Team
27RECONCILIATION ACTION PLAN
GOVERNANCE
ACTION DELIVERABLE TIMELINE RESPONSIBILITY
1. Establish and maintain • Form a RWG to govern RAP November VP and Head of
an effective RAP Working implementation. 2021 Operations APAC,
Group (RWG) to drive Audible
governance of the RAP.
• Draft a Terms of Reference for the RWG. November Community
2021 and Corporate
Communications
Manager
• Establish Aboriginal and Torres Strait November Senior Brand
Islander representation on the RWG. 2021 Marketing Manager,
Audible
2. Provide appropriate • Define resource needs for RAP November Senior Brand
support for effective implementation. 2021 Marketing Manager,
implementation of RAP Audible
commitments.
• Engage senior leaders in the delivery of November VP and Head of
RAP commitments. 2021 Operations APAC,
Audible
• Define appropriate systems and November Head of Aboriginal
capability to track, measure and report 2021 Affairs
on RAP commitments.
Partner Solutions
Architect
3. Build accountability • Complete and submit the annual RAP 30 September Senior Brand
and transparency Impact Measurement Questionnaire to 2022 Marketing Manager,
through reporting RAP Reconciliation Australia. Audible
achievements, challenges
and learnings both
internally and externally.
4. Continue our • Register via Reconciliation Australia’s August 2022 VP and Head of
reconciliation journey by website to begin developing our next Operations APAC,
developing our next RAP. RAP. Audible
28RECONCILIATION ACTION PLAN
CONTACT DETAILS
Name: Emma Brooks
Position: Community and Corporate Communications Manager
Phone: 0423783329
Email: embroks@amazon.com
29Aboriginal artwork created by Kalkadoon artist Chern’ee Sutton.
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