The Australian Government introduced a director identification number (Director ID) as part of the Modernising Business Registers program. Director ID is a unique 15-digit identifier that verifies the identity of company directors via the Australian Business Registry Services (ABRS). 

The initiative enhances business accountability, reduces fraud and phoenixing, and establishes legitimacy for directors.

CALD directors, however, were often unfamiliar with the concept of a director or confused about their obligations. Embrace Society developed a targeted strategy to raise awareness, explain the benefits of Director ID, and encourage timely applications from CALD communities.

This integrated multicultural communications campaign combines multilingual advertising, tailored information materials, strategic PR, stakeholder engagement, and social media outreach to ensure broad and inclusive community awareness:

• Advertising – press ad x five languages; Meta digital video x five languages; Weibo static ad x one language
• Information materials – culturally adapted explainer fact sheet x nine languages; 5-minute explainer video x subtitled and voiced over in 8 languages; self-guided director ID information and application presentation with supporting translated materials
• PR – SBS Radio partnership supplemented with additional earned media activities
• Stakeholder engagement and community outreach including distribution of materials via trusted sources and business events
• Social media 

Primary audiences:

• Directors of companies, registered Australian bodies, or registered foreign companies under the Corporations Act 2001 (Corporations Act), with application deadlines dependent upon appointment dates
•  Individuals intending to become directors
• Intermediaries, such as tax / BAS agents.

Campaign languages:

Advertising: Arabic, Cantonese / Chinese Traditional, Korean, Mandarin / Chinese Simplified, Vietnamese  

PR: Arabic, Cantonese / Chinese Traditional, Indian English, Indonesian, Korean, Mandarin / Chinese Simplified, Nepali, Punjabi, Vietnamese

Despite a truncated timeline, this campaign achieved outstanding PR and community engagement outcomes. 

Compared with prior CALD campaigns, results equalled or exceeded benchmarks, reflecting Embrace Society’s deep community networks, up-to-date database of 2,000+ stakeholder organisations, and strong relationships across business and multicultural sectors. The campaign generated high awareness, take-up, and trust among CALD directors.