This paper examines Martinez-Brawley's Latin-American based principles of indigenisation, conscientisation and politicisation, and assesses their relevance for Australia, and in particular, Gippsland, a region in Eastern Victoria. It concludes that indigenous practice, or generalist, community-led, locality-specific, network-enhancing practice appears most appropriate in the rural environment, but is often not in evidence. Conscientisation confronts the disadvantages and inequalities as well as recognising the advantages of rural life, and equips people for change. Despite its potential for empowering communities and encouraging a progressive voice, its strength is frequently undermined by the conflicting message of regionalism. Politicisation, because it is seen as alienating to the constituency, is approached with reluctance in Australian social work, but the paper suggests that this may be a function of the selection of causes without a sufficient mandate. It is the responsibility of rural social work to help create the mandate.