Embrace Society assumed responsibility for the Disability Gateway CALD campaign mid-stream, building on prior achievements to improve cultural representation, accessibility, and clarity compared with Carer Gateway. The strategy positioned Disability Gateway as a trusted, culturally appropriate source of information and support.

Newly developed culturally sensitive and appropriate information materials and resources provided additional cultural representation. The strategy entailed a limited advertising, community outreach and third-party distribution.

• Advertising – press, digital display, social display
• Social media – organic posting and translated content to assist ‘in-language’ content moderation
• Resources – development and translation of case studies, and resources and information materials  
• Media relations and PR activities 
• Stakeholder outreach and community engagement including third party distribution 

Target languages – Arabic, Cantonese, Greek, Italian, Mandarin, Vietnamese

The revised strategy delivered highly relevant and culturally nuanced messaging. Community engagement via peak CALD organisations and healthcare networks facilitated effective distribution to grassroots audiences, generating strong organic social media coverage and earned media traction. Translated case studies and materials drove awareness, trust, and positive behavioural outcomes among CALD communities.