Congratulations to all the winners of the 2017 Australian Multicultural Marketing Awards. Their outstanding work celebrates all the people of Australia
See the finalist entries here
See photos from the night here
The Monkeys, for ‘Celebrate Australia’
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.
Public Sector Award
Australian Bureau of Statistics and Etcom, for ‘Census 2016’
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.
Big Business Award
Westpac and Etcom, for ‘International Students Campaign’
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.
Small Business Award
BizCover Pty Ltd, for ‘Small Business Insurance Made Even Easier’
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.
Business Diversity Award and People's Choice Award
Australian Hearing, for ‘You Can Count On Me’
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.
KWP! and Surf Life Saving Australia, for ‘The Ocean’
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.
Arts & Culture Award
NSW Multicultural Health Communication Service and Pink Sari Inc, for ‘Pink Sari Project: National Song Writing Competition’
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.
SBS, for ‘Lunar New Year 2017’
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.
Access Employment Services, for ‘Access Employment Services’
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.
SBS, for ‘SBS National Languages Competition’
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.
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