Helping Pasifika families keep more of what they earn – SendMoneyPacific | CulturalPulse

Multicultural Marketing Campaign of the Year, sponsored by Village Plaza

At the end of a long week, a worker in Australia sends money back overseas to the Pacific.

The money helps pay school fees and covers groceries. It supports parents, siblings and extended family.

For many Pasifika families, sending money back is both a cultural responsibility and a financial lifeline.

But each transfer can quietly cost more than expected.

Some Pacific communities pay among the highest international transfer fees in the world.

Without realising it, people can lose up to 20 percent of the money they send through fees and exchange rates.

The Australian Department of Foreign Affairs and Trade and the New Zealand Ministry of Foreign Affairs and Trade developed SendMoneyPacific, an online platform that allows users to compare transfer providers and fees.

However, many Pasifika community members did not know the service existed.

Multicultural marketing agency CulturalPulse was engaged to change that.

Working with both governments and community, the team designed a campaign to help Pasifika communities find better value when sending money home.
They focused on clear information, trusted voices, and culturally relevant communication.

“We produced a human-centred education program in nine Pacific languages and used real-life video stories on YouTube and Facebook,” CulturalPulse Co-Founder and Chief Creative Officer Patrick Skene said.

“Hearing reliable voices was vital, so we partnered with Pasifika TV & Radio, one of the most trusted media outlets for the community.

“We also worked through faith groups, sports clubs and online community networks.”

The goal was simple: help people compare providers, understand fees and keep more of their income for their families.

The impact has been significant.

Before the campaign, fewer than half of people compared transfer rates, and most relied on a single provider.

After the campaign, almost 70 percent were comparing rates across an average of three providers.

Over the four years, campaign videos have been viewed more than 16 million times.

Pasifika community consultant Sevu Waqa said it made him proud to see a shift in behaviour as the message has hit home.

“Multicultural communities already hold the solutions,” he said.

“We’re honoured to help amplify them.”

For SendMoneyPacific, CulturalPulse was awarded the 2026 Multicultural Marketing Campaign of the Year.