The Prime Minister, Indigenous Australians minister and an NBA legend walk into a press conference. You’d be forgiven for thinking it’s the set-up for a joke rather than the beginning of the Albanese government’s PR campaign on its centrepiece legacy policy.
The 15-second appearance by 15-time NBA All-Star Shaquille O’Neal certainly grabbed headlines, but it has left many feeling confused about what message the government is trying to send on the Indigenous Voice to parliament.
The PM said Shaq requested a meeting to discuss the Voice during his first visit to Australia in two decades as part of a lucrative speaking tour. Now he’s signed up to create pre-recorded social videos promoting the Voice — free of charge — in a real coup for the yes campaign.
We’ll probably never know the all reasons why an American basketballer would voluntarily insert himself into a debate on Indigenous rights in a country he doesn’t live in and has little connection to.
From his fleeting stand-up next to Prime Minister Anthony Albanese, it’s hard to tell if he grasps the significance of the debate he’s wandered into, or if this is a misguided attempt at Shaqtin’ a fool — his popular blooper reel from NBA talk shows in the US.
If it’s a genuine interest then why not turn his attention to his own country, which has its own challenges when it comes to the rights of Indigenous Americans?
Northern Territory senator Jacinta Nampijinpa Price wrote in a Facebook post the meeting was out of touch.
“Desperate times call for desperate measures,” she wrote.
“I’ve no doubt Shaq’s a top bloke but it’s a bit insulting to call on a black American to help with black Australians as if this is all about the colour of one’s skin.
“Aboriginal Australians historically have more in common with Native Americans then [sic] African Americans.”
It’s all risk and no reward for him, considering no one was calling for him to declare an opinion, but the government will seek to capitalise on his universal appeal and meme-ability to push their message and it’s a boost that’s sorely needed.
Shaq speaks, who listens?
Polling and surveys show while the majority of Australians are supportive of a Voice, very few understand what it would actually be, a point the government has been repeatedly criticised on.
Now instead of a plain-speaking government advert that has all the cut-through of a blunt butter knife, the government has served up a clickable, shareable, potentially viral masterpiece to reach Australians who are disengaged with the debate.
In his brief appearance, Shaq said that he loves Australia, and wants to lend a hand Down Under.
“I’m here in your country, whatever you need from me, just let me know,” O’Neal said.
Those sentiments didn’t wash with Greens senator and known critic of the Voice, Lidia Thorpe who tweeted her thoughts directly.
“Thought a Black man coming to our Country would be more respectful to First Nations people than interfering in what is a controversial topic, dividing our people,” she wrote.
“Ill advised [sic], hope you take the time to set it right. We don’t come to your country & interfere in your business.”
There’s no doubt Shaq has some philanthropic form, though not in Australia. Perhaps more importantly for the people the government is trying to speak to, he has commercial partnerships with a betting website and a ubiquitous presence on NBA talk shows that often generate viral content.
For now, it’s hard to say if the gambit will work.
We’ll soon hear again from Shaq, in the form of pre-recorded social videos supporting the Voice campaign.
How they land will be a big indicator of whether this is a piece of marketing genius or another example of Australia’s infatuation with America, seeking endorsement from Uncle Sam rather than confidently backing our own ideas.
Are Indigenous Australians behind Shaq campaign?
Taking the temperature of the Indigenous community after the stunt, it’s hard to see whether it is being chalked up as a win.
Many are still waiting for the government to deliver firm details on the construction and representation of the Voice body, something it has failed to do so far, other than pointing out a two-year-old report commissioned by the former government which had no intention of advancing the results.
Those undecided in the broader Australian population are looking to First Nations leaders to guide them on this, and in a sport-obsessed country you can see why securing an ambassador is an attractive option. However, it seems like a missed opportunity not to approach one of the many homegrown First Nations sporting superstars to lend their support to the campaign.
Indigenous Australians Minister Linda Burney understands the endorsement is a make or break for the campaign, and it’s all part of building “broad consensus” but it is a risk for the government to seek approval from someone so fundamentally disconnected from the issue.
Granted, Shaq does have name recognition and status that make him a great vehicle to cut through and reach disengaged voters, but has his appearance trivialised a serious issue?
It’s not a strategy we’ve seen tested on big government policy before, and it feels risky — and possibly insulting — to roll the dice on an Indigenous affairs topic. Imagine if Usain Bolt stood up in support of tax reform or health policy. It would be laughably pathetic if it wasn’t so serious.
Simply put, the Shaq stunt wasn’t for the Indigenous community. Indigenous Australians have too much skin in the game to be swayed by a 15-second appearance.
While the government would like to reach consensus among the Indigenous community on a Voice — it’s going to be an uphill slog with almost irreconcilable splits in the community around the representation, powers and functions of the Voice and a few words from a retired American basketballer is hardly going to change that.
Ironically, as 3.2 per cent of the population, the Indigenous vote won’t be the decider on the Indigenous Voice.
It’s the much broader community the government must win over if it wants this referendum to succeed, and an unlikely assist from Shaq might help to drive the message home.
