About the Awards

The NSW Premier’s Multicultural Communications Awards (PMCAs) recognise excellence in the multicultural media and marketing industry.

NSW is one of the most successful multicultural states in the world and it is important to celebrate the benefits of our diversity. The PMCAs acknowledge the important role marketing and media professionals play in communicating this success.

The PMCAs recognise the valuable contribution multicultural media and marketing make to our society by connecting people to their culture, identity, and language. These awards celebrate and recognise the important role journalists, editors and publishers in text, radio, television and digital media play. They also honour innovative and creative marketing campaigns that inspire social cohesion and community harmony.

If you have any questions on the entry process, please email: [email protected].

Image of all winners on state at PMCA 2024

Winners of the 2024 Premier’s Multicultural Communications Awards

Lifetime Achievement Award

Syed Atiq Ul Hassan

Syed migrated from Pakistan to Australia with his wife and children in 1989 and has actively engaged in multicultural community work, particularly in ethnic media since his arrival. He writes editorials, media reports, and opinion articles on Australian multiculturalism, human rights, and domestic political issues. Syed’s reports and articles are published in media outlets in Australia and abroad.

Best Text Report

  • Finalist: SBS Arabic24
  • Finalist: Catholic Diocese of Maitland-Newcastle

Winner: Indian Link Media Group

Supporting a Voice to Parliament is a series of text reports run in the lead up to the Federal Government’s Referendum held Oct 2023. The text reports, written by multiple writers, were aimed at raising awareness within the Indian community for the Yes vote.

Best Audio Report

  • Finalist: Justin Park, SBS Korean

Winner: SBS Mandarin (SBS Audio)

SBS’s weekly series ‘Aussie Chinese Stories’, produced by the SBS Audio Mandarin team informs and connects with diverse audiences to deepen understanding of the Chinese community’s contribution to a more inclusive and cohesive Australian society.

Best Audio-Visual Report

  • Finalist: Leah Hyein Na, Edwina Guinan, SBS
  • Finalist: Torsha Sen, Indian Link Media Group

Winner: Lakshmi Ganapathy, Indian Link Media Group

This is the second episode of a video essay series titled Linking History. It looks at the debate over Indian indentured labour in Australia, and the experiences of Indian labourers who were transported to Australia from the mid-1830s to early 1900s.

Public Interest Award

  • Finalist: SBS News in Mandarin – Scam & Fraud series
  • Finalist: Niv Sadrolodabaee, Peyman Jamali & Carl Dixon, SBS

Winner: Farid Farid

Farid Farid is an Egyptian-Australian journalist at the Australian Associated Press (AAP). As the Refugee Affairs Reporter in AAP’s Refugee Specialist team, Farid plays a crucial role in promoting multiculturalism, social cohesion, and respect for cultural diversity in Sydney and across Australia.

Alan Knight Student Award

  • Finalist: Khushee Gupta
  • Finalist: Leo Chau
  • Highly commended: Manuga Bandara

Winner: Caitlin Maloney

Caitlin Maloney is a second-year student at the University of Technology Sydney. Caitlin’s article,  A decade in limbo: Shahram’s long fight for a visa tells stories directly from refugees and asylum seekers voices. The focus of the article is to highlight new actions to assist asylum seekers.

Young Journalist of the Year

  • Finalist: Ruby Kraner-Tucci
  • Finalist: Andriana Simos

Winner: Khushee Gupta, Indian Link Media Group

Khusee Gupta is a journalist and content creator and a podcaster who covered significant events, including the tragic deaths at Carlton station and the drownings of two students in Queensland. She also covers the entertainment and arts industry.

Best Use of Digital and Social Media

  • Finalist: Indian Link Media Group
  • Finalist: OMD Diverse

Winner: Jui Sen Tuli

Jui Sen Tuli’s media campaign on the Bengali New Year Festival met its goals by leveraging a variety of digital marketing strategies. The campaign promoted cultural understanding, engaged the community, enhanced cultural pride, and increased brand awareness. Data and analytics demonstrate significant traffic increases, higher engagement rates, improved brand perception, and substantial contributions to social causes, showcasing the campaign’s overall effectiveness and impact.

Publication of the Year

  • Finalist: SBS News in Mandarin
  • Finalist: The Greek Herald

Winner: Draw Your Box

Draw Your Box is a digital news publication dedicated to providing insightful and diverse coverage of the experiences of and issues impacting South Asians in Australia. The publication targets second-gen South Asian Australians who are caught between two cultures and underrepresented in Australian media.

Agency Campaign of the Year

  • Finalist: LEXIGO

Winner: CulturalPulse

The Local Football Subsidiary (LFS) of The FIFA Women’s World Cup 2023 contracted CulturalPulse to implement a Multicultural Fan Engagement Program. The campaign developed customised multicultural content, community engagement programs, activation, and media amplification to drive ticket sales and attendance.

Business Campaign of the Year

  • Finalist: Department of Customer Service – Brand, Digital and Communications

Winner: SBS

Australia Explained is a digital, video and audio product that serves new migrants and first-generation Australians to support their transition to life in Australia. Australia Explained was formerly known as Settlement Guide, and was recently rebranded for a more inclusive and explanatory title to promote among CALD communities and new migrants arriving to Australia.

Community Campaign of the Year

  • Finalist: African Australian Football Association
  • Finalist: Sami Sheebo

Winner: Melbar Community Association Incorporated

The Chinese-Speaking Senior Welfare Education Campaign targeted Chinese-speaking seniors in Sydney to educate about Australian welfare benefits. It aimed to increase awareness and access to these benefits but also sought to enhance the brand perception of Melbar Community Association.

Page last updated: 18 October 2024 | 11:10 am