IT'S emotive, confronting and doing its bit to help farmers battling through the impacts of drought.
Those are a few words you could use to describe Outback Creative's latest initiative.
To the prose of Murray Hartin's heartfelt poem Rain from Nowhere, Outback Creative has created a video using images captured across the country of the big dry - the video can be bought online for $5, with profits going to the Drought Angels.
Outback Creative's rural promotions director Matt Lawson said the clip was about increasing awareness as much as it was about fundraising.
"We feel a lot of people aren't aware of just how bad it is. People think the drought has broken,” he said.
"It's an ongoing thing in Australia, so this is just bringing it into attention.”
Matt describes the video as an accurate reflection of what is happening.
"It has images from around Australia, but particularly from people in western Queensland and north-west New South Wales,” he said.
"We have images of the dry ground and people on the land. Some images of lost cattle and sheep, so they are pretty confronting, but it does show what is really happening out there.”
Although based in Melbourne, Matt has a strong passion in helping people on the land.
"For myself, I am a city slicker I guess. When I was out travelling around Australia it wasn't until I was right up into the areas that are affected that I realised how big of a thing the drought was, and how it was affecting Australia.
"We just want to convey that to everyday Australians.
"To buy it's only a small donation really, but it's something they can have then to show their kids so they can understand what's going on. Or it's even good for an individual.
"If someone is having a bad day, watching something like this will make you realise things aren't that bad. There are other people doing it worse.”
This is one of the first initiatives to be rolled out by Outback Creative, a co-operative that has brought 52 of Australia's best bush artists together.
Matt said he had used the formula of fundraising through a saleable product with his own business, Matt Lawson Photography, with success.
"We are confident this will work,” he said. "I have used a similar idea in the past to raise money for Beyond Blue and other charities.”
Visit www.outbackcreative.com.au to buy the video.
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