2024 National Reconciliation Week: Deepening multicultural understanding
Client:
Reconciliation Australia
Project:
2024 National Reconciliation Week
Industry/sector:
Non-profit
Date of execution:
May-June 2024
Services:
Translations, community engagement, public relations and resource development
At a glance
Cultural Perspectives partnered with Reconciliation Australia to produce and distribute multilingual campaign resources for National Reconciliation Week 2024, fostering greater inclusion of culturally and Linguistically Diverse (CALD) communities in reconciliation conversations.
For the first time, reconciliation messaging was adapted into 10 of Australia’s most spoken non-English languages, including Arabic, Chinese (Simplified and Traditional), Punjabi, Vietnamese, Greek, Italian, Korean, Spanish and Thai. This marked a milestone in broadening reach and relevance within Australia’s multicultural communities.
Subject matter
Reconciliation, multicultural inclusion and CALD community engagement.
Demonstrated expertise
Translation coordination, stakeholder engagement, public relations and multicultural campaign strategy.
Project description
Objectives
To enhance CALD community understanding of, and participation in, National Reconciliation Week by producing accessible, culturally relevant resources and facilitating awareness through trusted ethno-specific media outlets.
What Cultural Perspectives delivered
Cultural Perspectives led the translation, adaptation and dissemination of NRW 2024 campaign materials through the following initiatives:
Multilingual resource development - Produced a suite of translated assets, including a master flyer and tailored in-language website content featuring the key themes of National Reconciliation Week
CALD media relations - Curated a national CALD media list of over 200 outlets spanning print, radio and digital platforms. We crafted a media release and custom media kit in multiple languages, spotlighting the available translated resources.
Stakeholder engagement - Deployed an electronic direct mail (eDM) to more than 900 multicultural and reconciliation-focused stakeholders to promote the campaign resources and message.
Key outcomes
Media coverage - Earned media activity resulted in 12 published articles across CALD outlets, reaching more than four million people within targeted communities.
Stakeholder Engagement - The campaign eDM achieved widespread engagement, generating increased interest in the initiative and sparking further dialogue and collaboration across sectors.
This project laid essential groundwork for more inclusive reconciliation campaigns and demonstrated how multilingual communications can bridge cultural gaps and deepen national conversations.
IAP2 spectrum of public participation
Above: The 2024 National Reconciliation Week engagement work fell within the inform phase of the IAP2 spectrum of public participation.
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