What’s happening?
Grand Central Shopping Centre in Toowoomba has been recognised at the 2024 Shopping Centre Council of Australia (SCCA) Marketing Awards for its Colours of Culture campaign, a NAIDOC edutainment initiative celebrating First Nations culture.
As part of their win, Grand Central selected Adapt Mentorship, a local Indigenous social enterprise, to receive a $5,000 grant from the SCCA.
Why it matters?
The bursary supports Adapt Mentorship’s work in empowering Indigenous youth, particularly through projects that strengthen cultural identity, build leadership, and reshape narratives for the next generation.
The organisation was instrumental in bringing Archibald Prize-winning artist ADNATE’s live mural painting to life—an initiative that was part of a youth recidivism project.
Kirby Rogers, Business and Operations Manager at SCCA, highlighted the importance of such projects, stating:
“The SCCA is proud to highlight innovative campaigns such as Grand Central’s ‘Colours of Culture’ as part of our annual Marketing Awards. Through the SCCA’s Marketing Awards, we provide four $5,000 grants each year to winners in our Community categories. We are pleased to present $5,000 to Adapt Mentorship, selected by Grand Central, so they can continue their important youth work programs.”
Local Impact
Grand Central’s recognition at the national level ensures that funding is directed to a grassroots organisation, strengthening Indigenous-led mentorship efforts in Toowoomba.
Georgina Bayly, Community Relations Manager at Grand Central, shared:
“As part of the award QIC can donate $5,000 to a community organisation and that will be going to local Indigenous Social Enterprise Adapt Mentorship. Adam and Susy from Adapt Mentorship entrusted me to work with mural artist ADNATE and this grand mural that we now have adorning our wall wouldn’t have happened without their support. They are doing phenomenal work in the community, and we can’t wait to see how this bursary will support more kids in our community.”
By the Numbers
- $5,000 was awarded to Adapt Mentorship to support its programs.
- The Colours of Culture campaign was among the six finalists for the Sabina Rust Memorial Campaign of the Year, marking it as one of Australia’s top shopping centre marketing initiatives.
- 91% of youth and community members involved in the mural project reported a stronger sense of connection to their culture and surroundings.
Zoom In
The Colours of Culture campaign was a First Nations edutainment program that engaged five First Nations suppliers and the Carbal Elders group.
It aligned with NAIDOC Week 2023’s theme, “For Our Elders,” culminating in the creation of a striking 10m x 5m outdoor mural by ADNATE. This project wasn’t just about art—it was a statement of identity, belonging, and opportunity for Indigenous youth.
Adam and Susy Wenitong, Co-founders of Adapt Mentorship, emphasised its impact:
“We’re so grateful to Grand Central for backing Adapt Mentorship in creating this mural—not just as art, but as a statement of culture, identity, and opportunity. This project is about young people seeing themselves in the spaces around them and feeling proud to be part of their community.
“With 91% of youth and community reporting they feel a stronger sense of connection, the impact is real. When young people feel seen and valued, they step up, create change, and own their future. This mural is now part of a lasting walking tour, keeping these stories alive. Thanks to the bursary, we can empower even more young people to lead, create, and reshape the narrative for the next generation.”
Zoom Out
Beyond Toowoomba, the recognition of First Nations storytelling through public art demonstrates the power of corporate partnerships in elevating Indigenous-led initiatives. The SCCA’s commitment to community-focused campaigns ensures that more shopping centres engage with local cultures and social enterprises, fostering meaningful and long-term change.
What to look for next?
With the bursary secured, Adapt Mentorship plans to expand its youth programs, focusing on leadership, cultural connection, and creative expression. The ADNATE mural is now part of an ongoing walking tour, ensuring its stories and impact continue to resonate with the community.
