2025 National Reconciliation Week: Data‑led multilingual media partnerships
Client:
Reconciliation Australia
Project:
2025 National Reconciliation Week
Industry/sector:
Non-profit
Date of execution:
June 2025
Services:
Translations, community engagement, advertising and production and public relations
At a glance
Reconciliation Australia partnered with Cultural Perspectives to design and deliver a culturally-responsive communications campaign for National Reconciliation Week 2025.
Guided by ABS 2021 Census data, we identified 13 language groups with lower English proficiency and prioritised targeted multilingual outreach. This campaign centred on culturally informed media partnerships, translated content production and tailored stakeholder engagement to ensure CALD communities could access, connect with and participate in reconciliation messaging in meaningful ways.
Subject matter
Reconciliation, multicultural communications and CALD media engagement.
Demonstrated expertise
Campaign development, data-led strategy, language access, media partnerships, stakeholder engagement.
Project description
Objectives
To engage CALD communities in National Reconciliation Week by increasing understanding, awareness and participation through relevant, culturally accessible messaging and community-led channels.
What Cultural Perspectives delivered
Cultural Perspectives delivered a comprehensive suite of communication activities designed to maximise reach and resonance within CALD audiences:
Translated resource suite - produced translated assets in 13 key languages aligned with the National Reconciliation Week 2025 theme, including Arabic, Assyrian, Chinese (Simplified and Traditional), Greek, Hazaragi, Italian, Khmer, Korean, Punjabi, Spanish, Thai and Vietnamese
Media relations and outreach - Developed a CALD-targeted media list comprising more than 200 print, online and radio outlets across the campaign languages. We produced a tailored media release and facilitated earned and paid outreach strategies
Culturally-responsive media partnerships - Curated targeted paid content placements written in-language by partner media outlets, ensuring message resonance and cultural alignment
Stakeholder engagement via eDM - Produced a branded campaign eDM using Mailchimp, distributed to key CALD stakeholders to broaden awareness and resource access.
Key activities
Data review - Analysed 2021 ABS Census data to determine language groups with lower English proficiency and refine CALD media targets
Tailored media release - Drafted and distributed culturally-relevant campaign media materials showcasing available multilingual resources
Paid media strategy - Partnered with selected outlets to deliver in-language content aligned with local preferences and readership norms
Targeted eDM delivery - Executed two stakeholder eDM campaigns to a database of 210 recipients, driving direct engagement with campaign content.
Key outcomes
The National Reconciliation Week 2025 CALD campaign achieved broad reach and engagement through data-informed planning and culturally nuanced execution:
Earned Media Engagement
- Emails sent: 2
- Unique recipients: 176
- Open rate: 51%
- Click-through rate: 17%
- Articles published: 11 (online)
- Estimated reach: 5.06 millionMedia Content Partnerships
- Articles published: 22
- Online: 18 | Print: 4
- Estimated reach: 4.88 million
This work demonstrates the power of multilingual storytelling and culturally-tailored public relations to bring diverse communities meaningfully into national conversations on reconciliation.
IAP2 spectrum of public participation
Above: The 2025 National Reconciliation Week engagement work fell within the consult phase of the IAP2 spectrum of public participation.
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