Multicultural Marketing in AUstralia 2003unpan1.un.org/intradoc/groups/public/documents/apcity/unpan020056.… · multicultural marketing strategies nationwide over the past ... of

MulticulturalMarketing inAustralia 2003A SPECIAL REPORT PRODUCED BY THECOMMUNITY RELATIONS COMMISSION

FOR A MULTICULTURAL NSW

ISSN 1443 7600

A publication of theCommunity Relations CommissionFor a multicultural NSW

Level 8, Stockland House175-183 Castlereagh StreetSydney NSW 2000

PO Box A2618Sydney South NSW 1235

Telephone (02) 8255 6767Facsimile (02) 8255 6868

www.crc.nsw.gov.au

Written and designed by Ben Apple, Manager, Multicultural Marketing and Business.Front cover photos contributed by Warren Duncan, Media Officer.Graphic design assistance provided by Daniela Voican, Publications Officer.

Copyright © February 2004

This work is copyright. Apart from any use permitted under the Copyright Act 1968, no part maybe reproduced by any process without prior permission from the Community Relations CommissionFor a multicultural NSW.

NEW SOUTH WALES GOVERNMENT

MULTICULTURAL MARKETING IN AUSTRALIA 2003 2


MESSAGE FROM THE NSW PREMIER

New South Wales is proud to be home to people from culturally and linguisticallydiverse backgrounds.

Migrants have been instrumental in establishing successful businesses, using their acumen and skills tocreate innovative products for consumers, locally and internationally.

The Community Relations Commission’s National Multicultural Marketing Awards have proved tobe an outstanding showcase for successful multicultural marketing campaigns targeting our diversecommunity.

Multicultural marketing is also good for business. This report showcases some of the successes.

I offer my congratulations to the businesses and organisations acknowledged in the 2003 NationalMulticultural Marketing Awards.

The Hon Bob Carr MPPremier of NSWMinister for CitizenshipMinister for the Arts

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CONTENTS

Message from the NSW Premier ............................................................................................................................. 3

Message from the Chairperson ................................................................................................................................ 5

Introduction .................................................................................................................................................................. 6

Judging panel ............................................................................................................................................................... 8

Top Multicultural Marketing Achievers:

Big Business Sector - Coles Supermarkets ................................................................................................. 10Government Sector - NSW Police Bankstown Local Area Command ..................................................... 11Export Sector - Era Publications .................................................................................................................... 12Community Sector - Macarthur Migrant Resource Centre ....................................................................... 13Technology Sector - Premier’s Department, EGovernment Unit .............................................................. 13Advertising Sector - Australian Museum .................................................................................................. 14Small Business Sector - Culture Resource Centre ..................................................................................... 15

Other Achievers:

Indigenous Festivals of Australia ................................................................................................................ 22eTranslate ........................................................................................................................................................ 22IDP Education Australia ................................................................................................................................ 23Information and Cultural Exchange .............................................................................................................. 23NSW Premier’s Department ........................................................................................................................... 24Office of Multicultural Interests ................................................................................................................... 24Newsta Pty Ltd ................................................................................................................................................ 25Kulcha Multicultural Arts of WA ................................................................................................................. 25Skilled Customer Contact Services .............................................................................................................. 25Cabramatta High School ................................................................................................................................ 25Divisible By Zero ............................................................................................................................................ 26BreastScreen NSW ......................................................................................................................................... 26Department of Education, Science and Training ....................................................................................... 26State Rail Authority of NSW and Multicultural Marketing and Management ..................................... 27Lifetime Health Products ............................................................................................................................... 27Multicultural Problem Gambling Service ..................................................................................................... 27Skilled Migrant Network - Inner West Skills Centre .................................................................................. 27Etcom and Western Union ............................................................................................................................ 28Sharma’s Kitchen ............................................................................................................................................ 28Six Pak Productions ........................................................................................................................................ 28


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MESSAGE FROM THE CHAIRPERSON

This year marks a milestone for the Community Relations Commission For a multicultural NSW.In 1990, when the field of multicultural marketing was still in its formative stages, the Commissionembarked upon a strategy to recognise and reward those engaging and excelling in the area.This took the form of the annual Multicultural Marketing Awards program.

Fourteen years on, the Awards have come to occupy pride of place as the only government-initiated program in Australia that acknowledges corporate, community and government marketinginitiatives tailored to our culturally diverse community.

Each year, a range of prominent corporations and government agencies have supported theAwards program by nominating for an Award, booking corporate tables at the Gala PresentationDinner, or by sponsoring the year-long program of events. The 2003 Corporate Sponsors wereThe Australian newspaper, the Australian Taxation Office, the Westin Sydney, the Office ofFair Trading, Vietnam Airlines, Austrade, Winemakers of the Riverina, Seniors Card, and theDepartment of Lands.

An initiative of the Awards program in 2003, this Special Report highlights the major successfulmulticultural marketing strategies nationwide over the past eighteen months across seven industrysectors: Big Business, Government, Technology, Export, Community, Advertising and SmallBusiness. The organisations identified in this Report are those that submitted nominations for the2003 Awards and were selected as finalists. Their multicultural marketing initiatives were judgedby a panel of independent authorities in the field.

It is hoped that this Report will serve to provide insights for corporations, organisations andgovernment agencies into the formulae for successful multicultural marketing strategies, as wellas portraying the benefits that multicultural marketing can bring.

Stepan Kerkyasharian AMChairpersonCommunity Relations CommissionFor a multicultural NSW

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INTRODUCTION

Multicultural marketing has many facets, but the concept is, in essence, “the ways firms use andrespond to opportunities and challenges arising from a multicultural society in serving domestic andinternational customers” (Wilkinson & Cheng).

Multicultural marketers are called upon to assess the nature of ethnic niche markets. In particular,they identify the size of the market, its consumer preferences, spending power, language usage, culturaland religious sensitivities, and any opportunities.

Multicultural or ethnic marketing as a field of study and corporate practice has developed significantlyover the past decade. In the late 1980s, awareness of the concept had begun to grow within certaincorporations and industry sectors, but the field was still in its infancy and had yet to become a widespreadcommercial tool. By contrast, today we see a range of successful multicultural marketing, publicrelations and advertising companies, many of which have become Australia’s foremost experts atdeveloping marketing programs for specific ethnic communities. In addition, a growing number ofcorporations and businesses have created specialised divisions to generate strategies tailored to ethnicand multilingual consumers.

These developments can be traced back to the nascent forces of economic globalisation that Australiahas been a part of over the past few decades. Whilst multicultural diversity has been a factor ofAustralian demography for many years, it was not until the advent of communications technologiesand the advancement of greater international business efficiencies and commercial co-operation, thatthe multicultural marketing revolution began.

Businesses came to a realisation that Australia’s ethnic communities represented a microcosm of theglobal marketplace at large. Why expand a business operation solely to service a particular globalmarket, when members of that target market have migrated to Australia and present a viable nichemarket on our doorstep? Conversely, why not utilise the cultural and linguistic knowledge of migrantcommunities in Australia as a basis for developing strategies to export a product/service overseas?

Concurrently, businesses that had been protected from significant competition from overseas forseveral decades began to face increased threats to their business viability and market positioning. Theneed to generate a new customer base led many to search for niche market opportunities, includingamong migrant communities.


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With respect to government agencies and community organisations, there was a growing realisationof the range of cultural and linguistic differences amongst their clientele and the public. This wascoupled with a general shift in government policies recognising the needs of multicultural communities.

Today, multicultural marketing has become part and parcel of any successful firm’s operations. Thosethat have failed to engage in the field have also failed to benefit from the returns and opportunities thatmulticultural marketing brings in its wake.

Whilst this report is by no means a comprehensive assessment of all multicultural marketing initiativesthroughout Australia over the past 18 months, it does however highlight some of the major achieversand their programs. It offers insights into some of the factors that contributed to the businesses’multicultural marketing strategies, and the way in which they discovered new opportunities for businessgrowth amongst ethnic consumers.

If past growth is anything to go by, future years will undoubtedly see a trend towards ever greaternumbers of businesses incorporating multiculturalism into their operations and strategies. Thosebusinesses and Australia as a whole will be the beneficiaries of this trend.


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JUDGING PANEL

In September 2003, the Commission prevailed upon three prominent authorities in the multiculturalmarketing area to identify the top achievers in the field. Each assessed the nominees for the NationalMulticultural Marketing Awards 2003 according to four criteria, selecting the highest achievers inseven categories as finalists and the top scoring nominees as category winners.

The criteria were:1. How well the strategy considered aspects of cultural diversity, for example, language,

culture and ethnicity.2. The role that the culturally diverse workforce played in the marketing of the product or

service, for example, the use of staff’s language skills, cultural skills, knowledge ornetworks.

3. How the product or service impacted upon its target audience and the type of impressionit left given the size of the financial and other resources of the business/organisation inmarketing the product or service.

4. The originality and innovation of the product or service.

The members of the judging panel included:

Satu Raunola

Satu is the Director of the Sydney-based consulting firm, Finnesse Communications,Marketing and PR Pty Ltd. Fluent in English, Swedish, German and Finnish, hercareer includes seventeen years of experience in the travel, tourism and hospitality

industries in Europe, the USA, Japan, South-East Asia, and Australia. Following her arrival in Australiain 1995, she was instrumental in setting up the Sydney office of a Melbourne-based PR firm. She wassubsequently appointed Account Manager and Marketing Executive for the Finnish Tourist Boardand Stockholm Information Service, a role for which she was highly commended by the Public RelationsInstitute of Australia in 1997.

Her company, Finnesse Communications, Marketing and PR Pty Ltd, specialises in media relations,event management, sponsorship coordination, promotions, material and multimedia production,destination marketing, marketing representation, strategic marketing plans, business-to-businessreferrals and small business consultation. Its clients have included Vietnam Airlines, BentoursInternational, Alaska Travel Industry Association, Danish Tourist Board, UTAG, Finnish Tourist Board,Staging Connections, and Medina Serviced Apartments.


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Shauna Williamson

Shauna is the Director of the Special Audiences Unit at the Australian Taxation Office,overseeing the delivery of multicultural marketing projects, as well as sight, hearing and

speech-impaired communication programs. With qualifications in health science education andmarketing, Shauna has held a number of positions in a variety of communications and projectmanagement roles, including as a Campaign Manager for the ATO, Manager of Public InformationStrategy for the Department of Immigration, Multicultural and Indigenous Affairs’ Living in HarmonyCampaign, Assistant Director of the Strategic Communications Section at the Office of GovernmentInformation and Advertising, and as Senior Project Manager of Women’s Health Campaigns at theDepartment of Human Services and Health.

Nancy Ma

Nancy is the Director of multicultural marketing company 1A Communication. She hasover 25 years of experience in a wide array of companies and industries both in Hong

Kong and Sydney. Apart from founding and directing her own company, she has also served as theGeneral Manager of two advertising agencies in Hong Kong, in the Multicultural Department of the StGeorge College of TAFE, as an Office Manager of Uncle Pete’s Toys, and as NSW State Managerof Dainford DLF Property Group.

Her company, 1A Communication, was originally established by Nancy and her husband Alex in1979, and it had grown into one of Hong Kong’s top design companies by the time that they migratedto Australia in 1985. In 1991 they re-established the company in Sydney. 1A Communicationsspecialises in multicultural marketing initiatives, particularly those tailored to the Chinese Australiancommunity. Its clients have included the Advance Bank, LJ Hooker, the Commercial Bank of China,MYOB, Citibank, and Qantas.


TOP MULTICULTURAL MARKETING ACHIEVERS

This section details the multicultural marketing initiatives of organisations that were the winnersof the seven categories of the National Multicultural Marketing Awards 2003: Big Business,Government, Export, Community, Technology, Advertising, and Small Business.

BIG BUSINESS SECTOR

Coles Supermarkets: Promoting Australia’s “Authentic Tastes”

Coles is one of Australia’s largest supermarket chains, with over 460 stores nationwide and morethan 59,000 employees.

In 2003 Coles launched a television advertisement as part of its “Save Every Day” campaign toshowcase its culturally diverse range of products, particularly ethnic foods. Coles stocks a largenumber of ethnic foods, including Kosher (600 products in 42 stores), Middle Eastern (60 productsin 60 stores), English (70 products in 75 stores), European (260 products in 122 stores), andMediterranean (120 products in 130 stores).

The advertisement shows well-known Australian actress LisaMcCune approaching a Greek Australian, Asian Australian andMiddle Eastern Australian, each of whom explain about the variousfoods that they are buying. Approaching an Indian Australian atthe checkout, Lisa asks him what he is buying for dinner. Hereplies in a broad Australian accent: “Oh… rissoles, Lisa”.

The advertisement sought to engage a number of audiences. Ittargeted ethnic consumers, demonstrating that Coles is committedto “authentic tastes”. It was also intended to engage the broadercommunity, recognising that more and more Australians are tryinga broader range of foods.

Coles consulted with the Victorian Government’s Ethnic Standards Unit to ensure that casting for theadvertisement was approached with sensitivity, particularly that the characters chosen reflected theirethnic origins, without appearing to be clichéd or stereotyped.

Coles’ researchers found the advertisement to score considerably above average for audiencerecognition. The advertisement and the “Save Every Day” campaign as a whole have boosted Coles’positioning, effectively imparting the intended messages that Coles is a “warm and inviting place toshop” and that it provides the best choice and range. In addition, Coles saw a sharp increase incustomers following the campaign.

Coles was acknowledged for the advertisement’s contribution to our culturally diverse market, receivingthe Big Business category award of the National Multicultural Marketing Awards 2003.



GOVERNMENT SECTOR

Multicultural Policing in the Bankstown Area

Relations between police and Arabic youth in the Bankstown area were very poor and even hostileback in 1998, following a series of high profile murders and shootings. The media seized on the ethnicbackground of some of those offenders, creating a very difficult climate in the Bankstown region. Asa consequence, the NSW Police – Bankstown Local Area Command accepted the challenge andadopted a range of far reaching and broad strategies.

The strategies recognised that the mostmarketable, valuable and sustainableresource for the Police in Bankstownwas the development and enhancementof its relationship with ethniccommunities. This, in turn, would helpgenerate a better product: reducedcrime, safer streets, and better servicedelivery by police.

The initiative encompassed a three-pronged approached:

1. Tactically, the police adopted high visibility policing of public places, and strike forces were deployedto investigate the murders and shootings and to dismantle organised crime groups.

2. Internally, diversity and cross cultural training was held for police, models of good practice weredeveloped, and Commanders and Managers engaged in Diversity Leadership.

3. On a strategic level, the Bankstown police formed partnerships with the community. A multi-dimensional approach was taken, including the following projects:

! The Bankstown/Campsie IMPACT (Innovative Models of Police and Community Training)project, which included community orientations for the police, contact between police and membersof local communities, and community forums on crime prevention and public safety.! The Ethnic Community Liaison Officers (ECLO) program – where officers are involved ininitiatives to build trust between police and ethnic communities.

Acting Commander, Bankstown LAC, Supt. Nick Kaldas, Ethnic CommunityLiaison Officer Chantha Mau, Crime Manager Chief Insp. Jim Johnson,and Ethnic Community Liaison Officer Abbas Aboubdallah (photo courtesyof NSW Police).



! Enlisting the support of religious and community leaders and having them disseminate informationon crime and safety issues.! Police/Arab media strategies.! A whole-of-community approach, where police work with various community, governmentand non-government agencies to address a range of issues.

The initiative has resulted in a reduction in crime since 1998, an increase in arrests, a reduction by29% in the number of youth entering the juvenile justice system, and a greater community understandingof and relationship with the police.

The Area Command was the recipient of the Grand Award and Department of Lands GovernmentAward of the National Multicultural Marketing Awards 2003.

EXPORT SECTOR

Era Publications:From Adelaide to the Laplanders of Scandinavia

Established in 1971, Adelaide-based Era Publications is a publisher ofeducational and literacy materials for children. Over recent years it haspublished in 16 languages other than English, and has been successful inexporting its publications to over 30 countries.

Forming a working relationship with Norwegian and Swedish publishers, Era Publications initiated acampaign to translate a selection of its educational books into the three dialects of the Sami people(formerly known as Laplanders), a small cultural group living in Sweden, Norway, Finland and Russianear the Arctic circle. They are commonly known as reindeer-keeping nomads.

Whilst the financial return on the project was meagre, the project was the first of its kind for thecompany. Era Publications became the first Australian publisher to have its works translated intoSami languages. It allowed Era Publications to fulfil its company vision to “positively influence thedevelopment of children worldwide”, and it enabled the Sami people to broaden their learning materials,little of which had been available owing to the small size of the group.

Era Publications won the Export category of the National Multicultural Marketing Awards 2003for effectively addressing the category’s criteria of targeting an untapped export market, and using thecontacts of its staff members to develop the product and market it.



COMMUNITY SECTOR

Macarthur Migrant Resource Centre: Hip Hop Brings Youth Together in Campbelltown

The Macarthur Migrant Resource Centre is a community centre that focuses on assisting migrantsthat settle in the Macarthur area. The centre provides a range of services, including information andreferral, casework, group work, community education, aged and youth services and communitydevelopment activities.

The Centre’s “Campbelltown Hip Hop” project aimed topromote the youth culture of those from non-English speakingbackgrounds through positive images such as Hip Hop, as wellas using a creative approach to deal with real issues that theseyouth face. The initiative consisted of facilitated workshops overa period of six months for youth of culturally and linguisticallydiverse backgrounds in Campbelltown. The workshops held

included lyric writing, music production, dj’ing, break dancing and video production. Some 50-60youth attended, including a dozen youth referred from the juvenile justice system.

The initiative culminated with the workshop participants staging a Hip Hop performance at theCampbelltown Catholic Club, attended by 500 residents of Campbelltown. A CD and video wereproduced, and t-shirts and fliers were made for those that participated.

The Centre was acknowledged for the “Campbelltown Hip Hop” project and the difference that itmade to the betterment of the community with the Seniors Card Community Award of the NationalMulticultural Marketing Awards 2003.

TECHNOLOGY SECTOR

NSW Premier’s Department: Intercultural Dialogue on the Internet

The NSW Premiers Department, EGovernment Unit, launched the communitybuilders.nsw websitein January 2000 to assist communities in accessing information about each other and to strengthencommunity activities.

The site includes materials for ethnic groups, such as tools for communities to address illicit drug use,links to anti-racism resources, discussion forums, modules on a range of ethnic and multiculturalissues, articles and resources in different languages, an events calendar, and a community solutionsand crime prevention section.



The forum has facilitated discussion on a range of topics, such as aboriginal education policy, indigenousstress management, problem gambling amongst ethnic communities, and communication barriersbetween police and ethnic communities.

An advisory group with members from government agencies, NGOs, community groups and siteusers, meet quarterly to guide the site’s performance and future directions. The monthly averagenumber of hits on the site in 2003 was 742,863.

The Department was the recipient of the Technology Award of the National Multicultural MarketingAwards 2003.

ADVERTISING SECTOR

Australian Museum:Chinese Emperors in Contemporary Sydney

Seeking to encourage Chinese Australians to experience uniqueelements of their cultural background, the Australian Museum hostedthe exhibition, “Two Emperors: China’s Ancient Origins” in early2003, focussing on the lives of two major emperors in ancient China.Featuring more than 120 treasures from the mausoleums of theemperors, the exhibition attracted 58,368 visitors.

The Museum adopted creative media and marketing techniques tailored to Chinese Australians, allemphasising that the exhibition had travelled from China and included items that had never been seenin or outside of China before, allowing Chinese Australians to experience elements of their culture andbackground that they would not have been able to enjoy elsewhere – even in their ancestral homeland.

Throughout the marketing program, the talents of staff members of the Museum who spoke Mandarinand Cantonese were utilised. The Museum tied Chinese cultural days into the exhibition, distributedChinese-language promotional materials, printed Chinese visitor guides, and organised for street flagsto be flown in streets frequented by Chinese Australians. Competitions were also held for listeners ofSBS radio’s Mandarin, Cantonese and Vietnamese programs, and for patrons of the Golden CenturyGroup’s restaurants. Numerous articles featured in the Chinese language print and electronic mediaand advertisements appeared on SBS TV and Channel Seven and were re-voiced in Cantonese forChinese pay TV.

The Museum won the Advertising Award category of the National Multicultural Marketing Awards2003 for its mass marketing campaign for the exhibition.



SMALL BUSINESS SECTOR

Culture Resource Centre:Bridging the Cultural Divide in the Workplace

The mission of the Cultural Resource Centre is to make the Australian workforce and corporationsmore effective in working together with those from different cultural backgrounds. They do this byensuring that there is mutual respect for skills and knowledge across the cultural divides.

The company – a small business based in Sydney – trains clients in fields such as cross-culturalmanagement and intercultural interviewing. They have taken a scientific approach to building multiculturalwork teams, setting out to create creative units that draw the best from the knowledge and skills ofteam members of different ethnic and cultural backgrounds.

Services include training workshops, coaching, executive briefings, e-learning, research, consultancyand implementation. Workshops and presentations by the Centre have covered subjects such as:! Diversity and how to optimise ROI! Dealing effectively with national cultural differences! Expanding into international markets! Optimising intercultural communication! Intercultural interviewing! International negotiation! Global hour practices! Country cultural specific briefings

The Centre’s clients have included Accenture, Canon, ABC, the Australian Federal Police, CocaCola Amatil and IBM.

The Centre received the Office of Fair Trading Commercial Small Business Award of the NationalMulticultural Marketing Awards 2003.


OTHER ACHIEVERS

This section highlights the work of those businesses, organisations and government agenciesthat adopted successful and innovative multicultural marketing initiatives, and were recognisedfor their efforts by becoming finalists in the National Multicultural Marketing Awards 2003.

Indigenous Festivals of Australia Ltd

A desire to build partnerships in regional and remote communities by involving young Indigenous andnon-Indigenous Australians in celebrating youth culture led to the development of the Croc Festival.Seeking to promote health, education and employment whilst advancing reconciliation, the annualFestival offers creative workshops in visual and performing arts, sports clinics, and career markets, ina drug and alcohol free environment. In 2002, several towns played host to the Festival, includingWeipa (Queensland), Nhulunbuy (Northern Territory), Kununurra and Kalgoorlie (Western Australia),Port August (South Australia), Swan Hill (Victoria), and Moree (NSW).

The 2002 Festival inMoree was held overthree days and wasattended by 60 primaryand secondary schools.

Presentations and workshops covered diverse areas such as health, cricket, website creation, goalsetting, careers, tennis, dance, arts and craft, film production, aboriginal language, and sheep shearing.Local school students took part in the activities as performers or spectators. The total audience at theevent was 10,000.

eTranslate

With offices across Australia, Asia, the USA and Europe, Melbourne-based eTranslate offers multilingualand multicultural information technology solutions. Established in 1994, the company’s founders “sawthe potential in internationalised/multiculturalised commerce and the value of going global and multiculturalthrough the Internet, and how these can be applied to Australian businesses and organisations”. Thecompany’s clients include ANZ, Qantas, RMIT, Centrelink, Telstra, Optus, Microsoft, Hong KongTourism Authority and Integral Energy.

The company recently developed a multicultural ticketing system for a number of sporting events,including the 2003 Rugby World Cup. The online system includes multilingual support in English,Japanese and Korean, a multicultural payment gateway, allowing payment in currencies other thanUS dollars, and a multicultural shopping cart.


OTHER ACHIEVERS

IDP Education Australia

IDP Education Australia is a not-for-profit organisation that represents more than 1,000 Australianeducational institutions, providing education and development services to international students whoare studying in Australia. Owned by 38 Australian universities, the organisation has 90 locationsaround the world and activities in 50 countries.

Recognising a significant increase in the number of international students studying in Australia acrossall education sectors, as well as a dramatic 46% increase in the number of international studentsvisiting IDP’s Sydney office in 2001, the organisation in 2002 opened a new International StudentServices centre near Sydney’s Chinatown. It is the only international student centre in Australia providingmultilingual course information, advice and enrolment services in nine languages.

The organisation has also engaged in a wide variety of initiatives to promote its student services,including advertising in the ethnic media, SMS communication and competitions, website information,and hosting community and social events.

Information & Cultural Exchange

Based in Western Sydney, Information and CulturalExchange is a community organisation that specialises incommunity cultural and information development. It alsopublishes an annual directory of artists and performers inWestern Sydney called “Artfiles”.

Using the area’s cultural diversity as a base to market Artfiles,the directory also includes profiles of artists from culturallydiverse backgrounds and the various languages that theyspeak. Over 60% of the total artists listed are fromIndigenous, migrant, refugee, and non-English speakingbackgrounds. The directory gives employers theopportunity to see the type of work that artists areproducing, as well as providing an opportunity for businessesacross Western Sydney to promote their services.

Each year the directory is launched at a multicultural festival, where visual artists and entertainers fromdifferent cultural groups perform. Artfiles has an annual readership of 200,000.


OTHER ACHIEVERS

NSW Premier’s Department

Launched in 2002, the NSW Premier’s Department’s Community Drug Information Initiative grewout of the 1999 NSW Government Drug Summit, which had brought together drug experts, parents,community leaders, former users, and members of parliament. The Initiative is a package of advertising,community education and print resources for families and communities. It also incorporates specificstrategies for ethnic and indigenous communities.

The Initiative has several key components: “Family Matters” drug information booklet for families,Di@YLL – Drug Information At Your Local Library project, and a series of multilingual posters,advertisements and radio messages.

The posters were produced inEnglish and community languagesand appeared in the suburban,regional and ethnic press, on bus

interiors, and in cinemas. The booklet, “Family Matters”, contains material on the harmful effects ofdrugs, how to protect one’s children, and where to turn for help. It was produced in English, Khmer,Bosnian, Chinese, Croatian, Korean, Lao, Macedonian, Russian, Serbian, Spanish, Thai, Turkish,Vietnamese, and Arabic.

Office of Multicultural Interests

Part of the Western Australian State Government’s Department of Premier and Cabinet, the Office ofMulticultural Interests developed the Online WA Multicultural Communities Gateway to “create athriving multicultural network on the Internet where ethnic and community organisations across WesternAustralia can access a range of the latest communications facilities and information services”.

The site allows not-for-profit community organisations and ethnic associations to establish their ownwebsite, create a bulletin board, hold chat sessions and online conferencing, and host a tailoredcommunity calendar online. In addition, the site has a facility where communities can share theirstories and experiences.

The service enables communities across WA and around the world to share information, currentissues, and common interests. It also has the ability to promote the groups to a potentially vastaudience. Some 100 community organisations have signed up for the service so far.


OTHER ACHIEVERS

Newsta Pty Ltd

Newsta is a Melbourne-based company offering business consulting, web development, and e-businesssolutions services. Its major commercial project is Export61, an electronic portal to promote Australianproducts overseas, by providing Australian exporters with access to global markets through e-commerce and the Internet.

Export61 assists Australian exporters and overseas buyers in making informed trading decisions, byproviding a range of resources, including an online searchable database of Australian products,exporters and professional services. It is also a source of online export-related information, such asfreight and insurance services, cultural diversity, trade statistics, finance and investment, export suppliers,and so forth.

Kulcha Multicultural Arts of WA Inc

Kulcha Multicultural Arts of Western Australian is a community organisationdedicated to the presentation of multicultural music and arts. Based in a purpose-equipped music venue in Fremantle, Kulcha promotes multicultural artists, producescultural concerts, events, exhibitions and festivals, provides skill-based workshops,seminars, classes and cultural education, and supports artists in the development,promotion and marketing of their art. On a weekly basis it hosts a musical programat the premises, with audiences of up to 200.

Skilled Customer Contact Services

Skilled Customer Contact Services is a Melbourne-based business that provides customer contactservices across a range of industries, including labour hire and recruitment. Skilled successfully tenderedto provide call centre and multilingual interpreter services to five New Zealand Governmentdepartments. Skilled developed tailored software and telephony solutions, recruited interpreters inAustralia, and built up a team of New-Zealand-based interpreters.

Cabramatta High School

Recognising that 97% of its student body are from non-English speaking backgrounds, CabramattaHigh School developed promotional videos to highlight the school’s culturally diverse values. Studentsfrom non-English speaking backgrounds participated in filming and producing the videos, which werescripted in English, Serbian, Mandarin, Vietnamese and Khmer. The videos have been shown to newmigrants and at local primary schools.


OTHER ACHIEVERS

Divisible By Zero

Divisible By Zero is a Melbourne-based importer, manufacturer and distributor of over 200 educationaland environmentally-focussed games, puzzles and computer-related products. Its products include:

• A trivia game, “Peoples of the Planets”, which tracks the nine major human development timeperiods, from prehistoric man to current day.

• A range of puzzles known as the “Dreaming Series” that depict images of Indigenous Australiansand their cultural activities. Each is accompanied by a storybook that aims to provide abackground to the thoughts of the artist, the type of concepts they are trying to portray, andthe world they have built their artistic vision from.

• LOTE “Speedkins”, an overlay with a foreign language printed on it that can be used inconjunction with standard PC keyboards.

All of these products seek to promote better understanding of other cultures and traditions, and tofacilitate the use of different languages.

BreastScreen NSW

Identifying Italian-born women as the largest group of women from a non-Englishspeaking background in NSW in the age range 50-69, BreastScreen NSWembarked on a marketing campaign to encourage Italian-born women to attend itsbreast screening programs. The program included Italian radio advertisements onethnic radio stations, advertising in Italian-language newspapers, promotion amongstcommunity networks, supplying GPs with up to date information, and providingother Italian language-specific resources.

Department of Education, Science and Training

The Study in Australia website is the official Government website for advice to prospective internationalstudents on studying in Australia. Established two years ago, the site is an initiative of the CommonwealthDepartment of Education, Science and Training’s AEI unit, which promotes the capability of Australianeducation, science and training internationally.

The site offers information about courses, institutions, study and living costs, the application process,visa requirements, scholarships, employment opportunities after graduation, and more. Information isavailable in English, Chinese, Japanese, Korean, Thai, Indonesian, Vietnamese, Spanish, Portuguese,and Arabic. The site has recorded some 60,000 “hits” per month.


OTHER ACHIEVERS

State Rail Authority of NSW and Multicultural Marketing and Management

In late 2002, the State Rail Authority of NSW, together with the public relations and marketingconsulting firm, Multicultural Marketing and Management, embarked on the “Project RocketCommunity Language Campaign” to increase patronage on several rail lines, particularly by thosefrom non-English speaking backgrounds.

The campaign involved advertisements on ethnic radio and in ethnic newspapers, direct mailings tocommunity organisations with translated materials, and the establishment of a multilingual call centre.

Lifetime Health Products

For the past ten years, Lifetime Health Products has beena supplier of health products that contain naturalingredients and are in clinical packaging that exceedrigorous international export standards. The products areexported to 35 countries and the company has amultilingual website and produces multilingual promotionaland ordering materials. It also employs a JapaneseCustomer Service Officer to translate and converse withcustomers in Japanese. The company’s website is inEnglish, Japanese, Korean, and Chinese.

Multicultural Problem Gambling Service

The Multicultural Problem Gambling Services for NSW was established in 2001 through a jointinitiative of the Community Relations Commission and the Western Sydney Area Health Service. Itoffers a statewide service for problem gamblers from culturally and linguistically diverse backgrounds,through the provision of free telephone and face-to-face counselling in over 40 languages, peer supportprograms, and treatment and support that is culturally and linguistically appropriate.

Skilled Migrant Network – Inner West Skills Centre

The Skilled Migrant Network was established in 2002 to assist skilled migrants to find suitableemployment. It holds monthly meetings with a presentation by a guest speaker and opportunities fornetworking. The meetings seek to guide migrants to the Australian job market, help migrants to buildsocial and professional networks, and to provide support to members through sharing job seekingexperiences and working with the community at large.


OTHER ACHIEVERS

Etcom and Western Union

Money transfer company Western Union and multicultural marketing agency Etcom undertook a sixmonth marketing campaign entitled “Take It Home” to grow brand awareness and increase moneytransfer transactions with Western Union. Six language groups in Australia were targetted – Arabic,Chinese, Hindi, Indonesian, Filipino and Vietnamese.

The “Take It Home” campaign involved a competition with ticket giveaways and cash prizes and waswidely promoted through letterbox distributions of multilingual flyers, advertising on ethnic radio andtelevision and in newspapers, and sponsorship of ethnic and religious events.

Sharma’s Kitchen

Managing an Indian restaurant for thepast 20 years, Bipen Sharma was longtroubled by a lack of quality processedIndian dairy foods in Australia. As aresult, in 1999 he launched a line ofIndian dairy products, marketing themto Indian restaurants and price shopsin Sydney.

Today, the mango lassi, paneer and yoghurt, are stocked by 150 spice shops and the vast majority ofIndian restaurants throughout the country. The products have been marketed through the Indianmedia in Australia and by word of mouth. The products are also exported to Dubai and Singapore.

Six Pak Productions

Six Pak Productions is a corporate function specialist and theatrical agencythat specialises in multicultural entertainment. The company has organisedmulticultural dance and theme nights in Sydney clubs, as well as productionshows featuring musicians from a range of countries. It recently begancoordinating council festivals, such as an Asian Festival for the CronullaCouncil.

Corporate Sponsors of the National MulticulturalMarketing Awards 2003

Multicultural Marketing in AUstralia 2003unpan1.un.org/intradoc/groups/public/documents/apcity/unpan020056.… · multicultural marketing strategies nationwide over the past ... of

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