Carer Gateway is a free national support service for carers, but for many in CALD communities, it remained out of reach. Embrace Society stepped in to bridge that gap—launching a culturally nuanced campaign that employed powerful peer-to-peer storytelling. This approach empowered carers to recognise their role, seek help without stigma, and connect with the support they deserve. From awareness to trust-building, the strategy was all about making Carer Gateway truly inclusive.

To achieve maximum reach and impact, we developed a comprehensive, multi-channel communication strategy. A cornerstone of the campaign was powerful storytelling, using case studies in both written and video formats to create compelling and relatable content. The digital photographic exhibition, “Real Carers, Real Stories,” provided an authentic and moving window into the lives of carers, proving to be a highly effective promotional tool.

Our communication channels included:
Creative concept and persona development
Peer-to-peer storytelling through case studies, testimonials, videos, and ‘Real Carers Real Stories’ digital photographic exhibition.
Press, radio, and digital advertising (including Weibo)
PR and opinion leader engagement
Social media campaigns – organic and translated content
Information materials – fact sheets, posters, translated resources
Stakeholder outreach – distribution to 1,200+ organisations

Target audiences

CALD Carers from all ages and backgrounds caring and supporting family members or friends with a disability, a medical condition, mental illness, or who is frail due to age.

Campaign languages

Advertising: Arabic, Cantonese, Croatian, Greek, Italian, Mandarin, Turkish, Vietnamese

PR: Arabic, Cantonese, Croatian, Greek, Italian, Mandarin, Turkish, Vietnamese and South Asian English

Executed in two phases over three years, this campaign was recognised as highly innovative and impactful employing culturally immersive storytelling strategies to affect change. Implemented with precision, cultural nuance and scalability, the campaign achieved exceptional reach, engagement and cultural resonance. 

CALD case studies, translated resources, exhibitions, and podcasts amplified the message, while evaluation confirmed behavioural shifts and heightened program awareness. Organic social media and earned media coverage exceeded expectations.

Continuous evaluation enabled agile refinement of messaging and placement, ensuring campaign relevance and resilience in a dynamic environment. Community feedback confirmed high cultural alignment and message resonance, with stakeholders reporting increased awareness and positive behavioural shifts among CALD carers.

The campaign delivered exceptional results, far exceeding engagement benchmarks and validating the strength of our strategy and execution.