Japanese Encephalitis Virus
Client:
Department of Health, Disability and Ageing
Project:
Japanese Encephalitis Virus campaign
Industry/sector:
Government
Date of execution:
March 2022 - June 2023
Project budget range:
$400,000
Lead agency/partners:
Cultural Perspectives was subcontracted for the CALD component of the campaign
Services:
Communication strategies, translations, community engagement, advertising and production, public relations, and resource development
At a glance
Japanese encephalitis virus (JEV) is a mosquito-borne disease that has been found in Australia since 1 January 2021. The Department of Health and Aged Care faced an urgent public health challenge following the declaration of JEV as a Communicable Disease Incident of National Significance in March 2022. JEV, a disease previously rare in Australia, had been detected in piggeries and humans, posing an increased risk over the summer and Easter holidays when travel to impacted regional areas.
Project objectives
Raise awareness of JEV transmission, symptoms, prevention and vaccination within CALD communities.
Encourage proactive health-seeking behaviours, including vaccination uptake and preventive actions.
Increase digital and community-based engagement within targeted audiences.
Target audience
People aged 18+ from CALD backgrounds.
Individuals with low English proficiency (ELP).
Residents of regional areas near JEV outbreaks.
People employed in the agriculture and livestock sectors.
Languages covered
Nepalese, Mandarin, Italian, Cantonese, Pashto, Vietnamese, Dari, Greek, Hazaragi, Korean, Burmese, Arabic, Haka Chin, Swahili, Dinka and Karen.
Strategic approach
While Cultural Perspectives did not lead the development of the campaign’s creative direction, it played a key advisory role, reviewing and recommending translatable copy and suggesting culturally inclusive adaptations to ensure materials would be understood and accepted by CALD communities.
Although the campaign tagline, "Ozzie vs Mozzie," and the use of green and gold branding were intended to evoke national identity and unify Australians, these elements did present challenges. Not all audiences identify with these Australian symbols, and for some, this approach risked feeling exclusive or isolating.
Key activities
Community information hubs
Community information hubs were established in areas with a high CALD population. Cultural Perspectives sent key community organisations translated materials to share and display in their centres. They were also encouraged to share information with their communities through online platforms.
Stakeholder engagement
An eDM with key campaign resources was distributed to stakeholders. They were encouraged to raise awareness of the prevention and treatment messages within CALD audiences and communities.
Local library strategy
Local libraries distributed translated information resources to communities.
Media relations
Media relations were used to amplify campaign messages. This activity included a two-pronged approach:
Development of a CALD media list, a CALD media kit which included translated resources, media pitching notes and distribution
Media relations activities through the active engagement of broadcasters, delivering language programs via local radio into specific CALD communities.
Resource development
Resource development for this campaign included in-language print-based materials including posters, bookmarks, postcards and factsheets relevant to the priority cohorts and overarching support services. Cultural Perspectives was also responsible for printing and distributing these resources.
Digital and social advertising
In Arabic, Vietnamese, Simplified and Traditional Chinese.
Radio partnership
Cultural Perspectives partnered with NEMBC to create audiograms, play them through their radio network and distribute them through their social media networks and apps.
Key outcomes
The JEV CALD campaign successfully delivered critical public health information to at-risk culturally and linguistically diverse communities across Australia. The integrated approach combining digital media, community engagement, stakeholder outreach, and earned media allowed the campaign to maximise its reach and impact.
Stakeholder reach: The eDM campaign toolkit received a 44% open and 20.3% click-through rate.
Earned media: The campaign secured 17 published articles across 14 multicultural media outlets, reaching a combined audience of over 3.8 million.
Radio coverage: Audio grabs in 14 languages were broadcast through community radio via NEMBC’s national network, supported by podcast and social media amplification.
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