The Australian Multicultural Marketing Awards celebrate marketing that speaks to all the people of Australia
Open to Australian public relations, advertising and digital agencies, that have created innovative campaigns which recognise the value of cultural diversity through the use of talent, copy and imagery.
This campaign aimed to help diverse communities better understand Uber’s services for both riders and drivers, by generating meet and greets with community leaders and multicultural media, and providing educational information at community events. This campaign successfully reached culturally and linguistically diverse communities through a range of media publications.
This campaign aimed to raise awareness about the ongoing harmful effects of Female Genital Mutilation on girl’s and woman’s lives; and to increase support to stop female genital mutilation in this generation. Multilingual radio advertisements and YouTube videos were used to drive the message to targeted communities over a 3 month period.
This campaign’s goal, to ‘bring people together over lamb’, resulted in an increase in lamb sales and created media attention in the lead up to Australia Day. ‘Celebrate Australia’ achieved a 25% retail uplift for the campaign period and generated over 1400 pieces of unique media coverage.
This campaign engaged students from a local primary school to share their stories as young Australian Muslims, as well as share food and participate in the festivities. It aimed to encourage curiosity, pave the way for genuine conversations and deepen community connection and harmony through understanding. It brought the community together through understanding and sharing of the Islamic month of celebration and enabled the community to connect with their Muslim neighbours.
Open to any Australian government department, local, state or federal agency, that has developed a creative campaign to 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.
Multicultural Health Week (MHW) is a yearly event that aims to raise awareness about the needs of multicultural communities in NSW. This year’s theme was “Caring for Carers”. Targeting the top 10 most spoken languages in NSW and Australia, this multiplatform campaign aimed to identify and reach carers and to link them to culturally and linguistically appropriate support services.
The “Plan B” campaign aimed to extend the reach of the ‘don’t drink and drive’ message to culturally and linguistically diverse communities and to help ‘drive’ behavioural change. Drink driving offence data was used to map ‘hot spots’ and Census data was used to accurately target the message to the appropriate communities living in these areas. The campaign was also shared on social media, targeting peak drinking times. The campaign’s success will now see it rolled out again next financial year.
This campaign aimed to engage with culturally and linguistically diverse communities to report census data. Targeting 30 language groups, the multiplatform campaign and community engagement was the largest national culturally and linguistically diverse campaign ever conducted for a census. The campaign increased awareness, online responses and the accuracy of responses to census questions. It also supported the development of strong stakeholder relationships and reinforced existing contacts, which will be invaluable for the future collation and release of census information.
This campaign aimed to provide a public voice for the 175,000 international students from over 160 countries in the local community; encourage internationalisation, connect the domestic and international student communities across multiple institutions; and promote Melbourne as an education destination. The campaign achieved an increase in university web traffic, with over 96,000 unique visits, and 1,000 people watching live via Facebook.
Open to Australian businesses that have developed a unique and innovative marketing campaign which has successfully reached a culturally diverse audience. This award recognises big business, small business and business diversity categories.
The campaign promoted the wide variety of events and services Access provide to new migrants and refugees settling in Australia. The campaign focused on raising awareness of the organisation, breaking down the cultural barriers to reduce racism and championing inclusion across Queensland. From large scale events like Queensland’s Multicultural Month, and a media strategy that focused on sharing the personal and uplifting stories of those that they help, Access not only increased event attendance but built widespread engagement.
Centered around supporting the largest international student population in Australia, the campaign focused on helping Chinese International Students build a strong financial foundation, to enjoy life in Australia. The campaign achieved significant engagement by using tailored video content on a range of Chinese social media and digital platforms, which focused on life in Australia and shared the inspirational migrant success stories of entrepreneur, Benjamin Sun, and celebrated artist, Luky.
By sharing the stories of businesses and individuals, the campaign aimed to build an understanding of different cultures and highlight the contributions of each of its subjects. WeChat, Facebook and Instagram were used to share video, photography and articles to share the extraordinary achievements of ordinary people.
BizCover aims to make business insurance more accessible for Chinese speaking owners of small businesses throughout Australia. By engaging with local Chinese media and building messaging that resonated with local Chinese communities in Australia , BizCover drove coverage for their dedicated Chinese language website and helpline, generating an increase in both referrals and in customer satisfaction.
Based in the City of Logan, one of Australia’s most diverse and disadvantaged communities, Access’ organisation mirrors the community they support. In order to create a cultural environment where diversity is not just accepted but embraced, their campaign profiled Access staff by sharing stories of diversity, strength and struggles through videos and newsletters.
NSW Nurses and Midwives’ Association have a diverse workforce who speak many different languages. Their campaign was established to share important information around an enterprise bargaining agreement for nurses who spoke Nepalese, Filipino and Mandarin. Not only did it raise awareness internally for cultural diversity, but the campaign has also gone on to mean more regular communication is now translated into to other languages to build inclusion across the organisation.
Australian Hearing represents over 110 nations, speaking over 60 languages amongst their 1300 staff. Their efforts towards an already diverse workforce was formalised through a new Diversity and Inclusion Action Plan. This program and its supporting campaign, increased their diversity in job applications and increased Aboriginal and Torres Strait Islander employment rates.
Open to any sporting organisation or association in Australia that has made a difference to social cohesion and community harmony through a marketing campaign that engages with culturally diverse audiences.
This campaign aims to inspire everyone to love cricket, with a vision for cricket to be a sport for all Australians. Through dedicated activities targeting multicultural communities, the campaign achieved 21% growth in multicultural participation across the country for the 2016/17 season. Over 222,000 participants from multicultural backgrounds have now experienced cricket in an inclusive, safe and enjoyable environment.
Sending the message, ‘the ocean doesn’t discriminate’, this campaign’s objective was to raise awareness of Surf Life Saving Australia’s inclusive and welcoming approach to membership and encourage new members to join, and ultimately save more lives. This campaign was run across multiple SBS channels and translated into numerous languages to increase its reach. In just over one month, it achieved national coverage across news channels and online forums, with fans commending the ad.
Open to any artistic or cultural organisation in Australia, that engages with culturally diverse audiences, through innovative and socially cohesive marketing campaigns.
This campaign engaged a traditional cinema going audience with a message of positivity around a unique and diverse Australian story. The film became the fourth Australian film this year to reach $1,000,000 at the cinema box office and elevated Osamah Sami's story to a national scale, making him a positive spokesperson for Muslim Australians.
The Pink Sari National Songwriting Competition aimed to create awareness about the importance of breast screening amongst Indian and Sri Lankan communities. The competition was open to aspiring and professional songwriters and musicians from all communities and provided a means to showcase music as well as spread inspiring messages to encourage women to take charge of their health and book their regular mammograms. The efforts of this campaign have reached thousands of people, resulting in an increase of up to 51% of 50-69 year old women in NSW, who are now getting breast screens across these communities.
BEMACs annual Queensland Multicultural Month event, Culture Train, allows communities from regional Queensland to immerse themselves in a unique cultural and musical experience. The campaign aims to connect with culturally and linguistically diverse audiences using state and local media channels through print, radio and online outlets to promote attendance at regional shows. Achieving over 400 print and online media items, this campaign developed brand awareness and attracted a wide and diverse audience, breaking down cultural barriers and bringing people together.
Open to any Australian community organisation, with cultural diversity, social cohesion or community harmony at the forefront of an original marketing campaign.
Launched on Harmony Day, the campaign was established to develop authentic, heartfelt, and positive stories that celebrate cultural diversity through a friendship lens. Seeking to combat racism and violence, and to build social cohesion, this campaign used a dedicated website and social media platform to showcase the benefits of social diversity, through the stories of real Australians. The campaign achieved over 100,000 online and film views and successfully gained regional media coverage.
Access Community Services implemented two core event campaigns, Bridging Cultures and Walk Together Logan. Both events celebrated diversity with the aim of bringing the City of Logan together. These events targeted a range of cultural groups, including newly arrived migrant and refugee communities. The campaign achieved attendance of over 5,000 people at the Bridging Cultures festival and over 3,000 people at the Walk Together Logan event
To increase awareness of Lunar New Year across Australia and to encourage all Australians to celebrate diversity and promote social cohesion, regardless of their culture or ancestry, SBS ran a competition called ‘Find the Fire Rooster’. Based on the 2017 zodiac sign, this Fire Rooster widget became an animation that appeared on SBS languages pages to be ‘found’ by audiences for their chance to win a prize. The Fire Rooster competition resulting in 8,500 competition entries from English, Vietnamese, Mandarin, Cantonese and Korean speaking participants; over 32,000 SBS Lunar New Year program page unique browsers; and over 5 million impressions across social media.
Open to accredited Australian educational providers, and Australian organisations with a multicultural youth focus, that make a difference to social cohesion through creative marketing.
Positive Partnerships developed a Strategy and Implementation Plan to extend its outreach of autism spectrum support for school-aged children of culturally and linguistically diverse communities. Focusing on educating and developing awareness of services and support available to families in need, the campaign had a significant impact in Arabic and Nepalese Communities.
Specifically targeting refugee and migrant Australian communities, this campaign aimed to create wide-spread awareness of job seeker employment and training services to help increase the number of people using the service. Reaching over 2,000 people through strong media coverage and high social media interactivity, the campaign resulted in the registration of more than 1,700 people looking for work; the placement of more than 300 people into sustainable employment; and the management of more than 360 vacancies from industry in Logan, Wagga Wagga, Biloela and Tamworth.
Open to school students across Australia, the SBS National Languages Competition aimed to highlight Australia’s cultural and linguistic diversity by asking students “What does learning a language mean to you?” The campaign was largely targeted towards parents and teachers to encourage student participation. Through extensive media coverage across both SBS owned stations, as well as multiple ethnic and trade publications, posters, social media, and EDM’s, the campaign achieved 2,000 student competition entries, from all states and territories across Australia in over 72 languages.
Aiming to showcase the ‘real Blacktown’, this campaign presents Sydney’s vibrant, young and multicultural West in a series of video interviews with refugees and migrant Australians. Interviewees were encouraged to share their personal to help break down barriers and encourage social cohesion. As a result of this campaign, the young editor of these films has gone on to edit a short indie film called Fallen Tears and a feature length film called Cop’s Enemy.
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