The Federal government increased child care subsidy rates to make early childhood education and care more affordable and accessible, especially for lower income families. Embrace developed an innovative campaign CALD targeted to help parents and carers better understand the reforms, access relevant information, and how they could claim.

The campaign delivered a multilingual, multi-channel strategy spanning advertising, information materials, media partnerships, and community outreach to drive inclusive engagement and awareness to drive a strong call to action. 

• Advertising – television x two versions x five languages; digital video x two versions x five languages; digital social x two versions x five languages; press ad x two versions x five languages
• Information materials – fact sheet, infographic, illustrated parent testimonials, and two posters, all translated into 7 languages
• PR and earned media – soft media launch and story generation
• Community radio partnership – creation and production of podcast series as content for radio partnership
• Community outreach – 3rd party distribution of materials 
• Social media- organic social media support.

Primary Target audience:

• Parents and carers with children currently in early childhood education and care services, or who may be thinking about using such serves, including CALD and first Nations communities. 

Campaign Languages:

Advertising: Arabic, Cantonese, Korean, Mandarin, Vietnamese

PR: Arabic, Cantonese, Korean, Mandarin, Vietnamese, Greek, Italian, Punjabi + culturally appropriate English for South Asian communities

The campaign, delivered over three months with a short lead time, achieved significant uptake and engagement. Community outreach exceeded benchmarks, reinforcing trust in Embrace Society’s CALD networks and consolidating awareness of childcare subsidy reforms.