The Australian Multicultural Marketing Awards celebrate marketing that speaks to all the people of Australia
The Australian Multicultural Marketing Awards (AMMAs) recognise excellence, innovation and creativity in the field of multicultural marketing and communications. The Awards both inspire and motivate marketing professionals to recognise cultural diversity as one of the major strengths of our nation.
The AMMAs are coordinated by Multicultural NSW the Agency charged with maintaining social cohesion and harmony in one of the most culturally diverse states in the world - NSW.
These prestigious Awards are designed to showcase the achievements of organisations within the sphere of multicultural marketing. Diversity enriches our country and affords us a myriad of opportunities on a global scale. Whether leveraging the knowledge, linguistic and cultural diversity of staff to open new markets, communicating more effectively with clients, or expanding a campaign’s reach – multicultural marketing is an essential component of any brand and business today.
AMMA Award recipients demonstrate vision, awareness, innovation and leadership in communicating to all the people of Australia through successful results driven strategies.
Since 1990, the Awards have honoured outstanding achievements in multicultural communications, the Awards have been bestowed upon leading organisations such as, NRMA, OPTUS and Westpac.
Open to public relations, advertising and digital agencies that have created a campaign which recognises the value of cultural diversity through the use of talent, copy and imagery.
Meat & Livestock Australia, The Monkeys, UM, One Green Bean and Identity Bringing EVERYONE Together Over Lamb
This Spring lamb campaign set out to actively address the lack of diversity in the media and on our screens and spark a national conversation around inclusiveness. The ad showcased people from a range of backgrounds, religions, sexual orientations, lifestyles, and disability groups in Australia, all coming together over lamb.
H&T 2016 Australian Transplant Games
To appeal to people from a range of diverse backgrounds and drive home the need to register for organ donation, H&T interviewed six organ transplant recipients from Western Sydney. Each of the recipients had unique stories to tell about how the organ donation had transferred their lives. The campaign showed the ways that each recipient was 'Gifted' in their own way through organ and tissue donation.
TelstraA place to belong/Indigenous Recruitment Campaign
As part of their Reconciliation Action Plan (RAP), Telstra committed to doubling Indigenous employment by 2018. One of the initiatives to come out of the RAP was to develop an employer brand campaign, designed to provide an insight into life at Telstra as an Indigenous Australian. The stories of nine employees were told and shared across platforms.
Western Sydney University Unlimited Campaign
This campaign aimed to reposition Western as a University of choice. The Unlimited campaign celebrated amazing, untold and entirely real Western Sydney Alumni stories. These became the platform that launched the University’s new name and brand. Three films were created and focused on the stories of alumni Deng Thiak Adut, Melissa Chiu and Jay Manley.
Open to Australian organisations with less than 100 employees.
Back to Back Theatre PRICE
PRICE is a video blog series about provocation in art, life and politics, hosted by Back to Back ensemble member Scott Price. By placing an artist with an intellectual disability on screen and in conversation with other prominent cultural identities and leaders, PRICE presented a mutual and respectful exchange of ideas and stories in a powerful way.
Why Documentaries From Foes to Friends
‘From Foes to Friends’ explores the friendship that has emerged between Australia and Turkey following World War I and the campaign in Gallipoli, Turkey. The film showcased real stories to celebrate the Turkish and Australian relationship from 1915 – 2015. The film was commissioned by Auburn City Council to celebrate the Anzac Centenary and accompany the unveiling of a memorial commemorating this friendship.
LOTE Marketing Pty Ltd Gambling can cause harm in anyone’s language
To encourage people with gambling problems to seek information and help, 3D animations were produced in Arabic, Vietnamese and Chinese. The animations aimed to increase awareness and encourage access to in language Gambler’s Help.
Open to Australian organisations with more than 100 employees.
Access Community Services, QLD Access Community Services
Access used their 30 years of experience in the multicultural sector to partner with the state government as gold sponsors of the inaugural Queensland Multicultural Month (QMM). Access delivered the Queensland Multicultural Awards that recognise the valuable contributions of Queenslanders who support and promote a united, harmonious and inclusive Queensland community. Telstra A place to belong, Indigenous Recruitment Campaign
Despite a talented workforce comprised of 33,000 people based all around the world, Indigenous Australians are underrepresented across Telstra’s workforce. As part of a Reconciliation Action Plan (RAP), Telstra committed to doubling Indigenous employment by 2018. One of the initiatives to come out of the RAP was to develop an employer brand campaign, designed to provide an insight into life at Telstra as an Indigenous Australian. The stories of nine employees were told and shared across a number of communication platforms.
For organisations that have recognised the value of their culturally and linguistically diverse staff and have capitalised on these skills to achieve business success
Access Community Services, QLD #OurStories Campaign
Access has a diverse workforce consisting of more than 225 staff from almost 50 different nationalities, speaking over 70 different languages. The ‘Our Stories’ campaign was used to shine a light on seven of the many fascinating stories which stem from having such an extremely diverse workforce. With each person featured in the videos originating from different cultural backgrounds, the campaign not only highlighted the diverse workforce of Access, but also aimed to break down cultural barriers and reduce racism and stereotyping, and promote Logan as a welcoming and inclusive city.
‘From Foes to Friends’ explores the friendship that has emerged between Australia and Turkey following World War I and the campaign at Gallipoli, Turkey. It aimed to provide a film to celebrate the Turkish and Australian relationship from 1915 – 2015, showcasing real stories. The aim was to show a friendship that developed from a history of being at war with one another. This was commissioned by Auburn City Council as a film to celebrate the Anzac Centenary and accompany the unveiling of a memorial commemorating this friendship.
Open to any artistic or cultural organisation in Australia
Access Community Services, QLD Brisbane Multicultural Arts Centre (BEMAC)
The Brisbane Multicultural Arts Centre (BEMAC) has grown to become the lead multicultural arts producer, presenter and artist development organisation in Queensland, with a growing national and international reach. BEMAC has a strong, continuous presence in regional and remote Queensland communities through tours of Indigenous musicians to Indigenous communities and skills development programs. BEMAC also runs many events and workshops, including about the digital distribution of music.
Head On Foundation Head On Photo Festival 2016
The annual ‘Head On Photo Festival’ promotes cultural diversity through photography. The festival promotion campaign aimed to increase audience participation and engagement with all sections of society. It also aimed to break down barriers to participation by including free and low-cost events. The campaign promoted established, emerging, multicultural, local and international artists to raise awareness about social issues, promote community harmony and aid social cohesion.
Zorin Arts Promoting Australian Art to Asian Markets
The marketing campaign drew on parallels between Aboriginal Dreamtime stories and Chinese stories on the origin of life. A series of cocktail parties showing video stories of Australian culture were held in various upmarket precincts in China, as well as art forums and artist gatherings. At each gathering, an Aboriginal elder was engaged to tell a story and a cultural specialist then interpreted their narration with a series of visual presentations in the background.
Open to any community organisation with Cultural Diversity, Social Cohesion or Community Harmony as its main focus
Camden Council Light Up the Libraries for Harmony Day and Multicultural March
Camden Council’s campaign highlighted both Harmony Day and Multicultural March to encourage people to feel they belong to Camden. The campaign also celebrated community pride in Camden’s history but also embraced the diversity of their future. The lighting of the library highlighted Camden's celebration of diversity displayed to the wider community the connection and fulfilment within the Camden community.
Chinese Precinct Educating Community on the Importance of Participating in Elections Before the 2016 local government elections in Queensland and Victoria, the organisation invested time and resources in educating people from diverse backgrounds about the benefits of participating in the democratic voting process. Council elections are not dominated by two major political parties, so any Australian citizen can participate within their own municipality. The multicultural communication strategy centred around educating the community about the three levels of Australian government, the policy-making process at each level, and about how citizens can participate in this process through elections.
Ethnic Communities Services Co-Op with Inner West Council, Burwood Council and Inner West Agencies Multicultural Dementia Awareness Project
The main aim of the Dementia awareness campaign was to inform, educate and demystify dementia within targeted diverse communities. In addition, the Multicultural Dementia Forums campaign aimed to deliver community education sessions about dementia in a variety of community languages, in a culturally and linguistically sensitive way. This campaign specifically targeted people with dementia from diverse communities whose English language competency is limited and represents a barrier to accessing services.
SBS Radio SBS Arabic24
SBS launched SBS Arabic24, a 24/7 digital radio channel and online hub delivering the latest Australian and international news, information and analysis to Arabic-speaking Australians, including those from Syria, Iraq, Afghanistan, Lebanon and Egypt. Arabic24 aims to deepen engagement, contextualise content, and encourage cultural diversity and social cohesion.
Open to any accredited Australian Educational provider
Western Sydney University Unlimited Campaign
The campaign’s aimed to reposition Western Sydney University as a university of choice. To achieve this, the University created and launched the Unlimited campaign - celebrating amazing, untold and entirely real Western Sydney Alumni stories. These became the platform that launched the University’s new name and brand. Three films were created and focused on the stories of alumni Deng Thiak Adut, Melissa Chiu and Jay Manley.
Hunter TAFE Creating Culturally Inclusive Learning Environments
The main objective of the project was to create culturally and inclusive learning environments, by encouraging teaching staff to develop targeted programs addressing individual learners’ needs. The campaign focused on people from diverse cultural backgrounds and aimed to create learning environment for students through increased pathways to vocational education and training.
Open to any organisation with multicultural youth as its main focus
Australian Rugby League Commission (ARLC) Pacific Youth Summit
The Pacific Youth Summit saw 80 youth of Pacific Island heritage from across the Greater Western Sydney region come together. The Summit featured regional pre-workshops, talks, activities and powerful presentations all tailored to empower Pacific youth associated with Rugby League organisations. The pre-workshops and the Summit itself uyed mentors who were featured Pacific NRL Ambassadors, community leaders, industry experts and University students as mentors. The Summit was designed to develop culturally responsible leaders by being change-makers in their communities.
Cricket Australia A Sport for All – Cricket Campaigns
The ‘A Sport for All’ Resource and Training Program is a national initiative educating all levels of Australian Cricket about Australia’s diverse society and how to meet its needs. Proudly sponsored by the Commonwealth Bank of Australia, the program is driving change by ensuring a more inclusive and diverse cricket community. The national campaign is supported by dedicated activities targeting multicultural communities at the state and local level. Dedicated activities taking place in New South Wales include: Mosaic Cricket, Sydney Thunder Nation Cup and Sydney Thunder Leadership Program.
SBS Radio National Languages Competition
SBS Radio partnered with Community Languages Australia to inspire young Australians to embrace language learning through the SBS National Languages Competition. The nationwide initiative was open to children aged 4 to 18 who are learning a language other than English. The competition theme was 'What does learning a language mean to you?'
Open to any government department, local, state or federal agency in Australia. Includes campaigns that inform and educate the community on services and programs, adapt services to meet the needs of a culturally diverse society, and/or promote social cohesion and community harmony.
Etcom and DFAT Smartraveller Phase IV Campaign
The campaign aimed to educate Australians from multicultural backgrounds about how to take appropriate, informed steps to mitigate risks when they travel overseas (even in their country of origin). Visiting the Smartraveller website was one of the key calls to action for the campaign. To help educate diverse communities about the information available through Smartraveller, dedicated in-language landing pages were developed for each target community.
NSW Multicultural Health Communication Service and NSW Organ and Tissue Donation Service Life Giving Stories: 'Storytellers on the Ultimate Gift of Life’ Multiplatform Strategy
Levels of registrations and awareness of organ and tissue donation is traditionally low within diverse communities in Australia. This campaign involved the production of a unique, inspiring and effective storytelling stage event, ‘Life Giving Stories’, which brought together donor families and organ and tissue recipients, as well as life giving donors, from a range of backgrounds. The participants told moving, personal stories about their lives.
SBS Radio SBS Arabic24
SBS launched SBS Arabic24, a 24/7 digital radio channel and online hub delivering the latest Australian and international news, information and analysis to Arabic-speaking Australians, including those from Syria, Iraq, Afghanistan, Lebanon and Egypt, to deepen engagement, contextualise content, and to encourage cultural diversity and social cohesion.
Study Melbourne and Porter Novelli Four Seasons in One Night
Study Melbourne came up with a unique opportunity to unite students and institutions, provide industry experience and promote international student contributions to Melbourne. They did this through the universal language of fashion. Porter Novelli identified an opportunity to add an international student element to an existing high profile Victorian trade event. He showcased the contribution of international students in Victoria on the global stage at The Virgin Australia Melbourne Fashion Festival (VAMFF).
The Pacific Youth Summit invited 80 youth of Pacific Island heritage from across the Greater Western Sydney region that were associated with Rugby League organisations across Western Sydney. It featured regional pre-workshops, talks, activities and powerful presentations all tailored to the empowerment of Pacific youth. The pre-workshops and the Summit featured Pacific NRL Ambassadors, community leaders, industry experts and University students as mentors. The Summit was designed to develop culturally responsible leaders by being change-makers in their communities.
Sydney Swans Sydney Swans Engagement with Chinese Community
The Sydney Swans engaged multicultural communications specialists, Cultural Perspectives to build a rewarding partnership with both the Chinese media and Chinese community in Sydney. This aimed to increase interest in Australian Rules – both the game and the brand. The agency carried out a guided walk around the Sydney Cricket Ground venue from the broadcast studios to the induction facilities. There was also a pre-match address by the Sydney Swans and AFL community Engagement Coordinators.
Awarded to any of the shortlisted candidates in any category. The Award is bestowed, based on the public’s vote.
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