Research revealed that many Australians wanted reassurance that tangible action was being taken to address climate change — and sought clear information about what had already been achieved, the government’s long-term strategy, and how it affected them personally.

This campaign was the first step in a long-term national communications strategy designed to increase understanding of the government’s emissions-reduction initiatives and build confidence in Australia’s transition to a low-emissions future.

The CALD stream ensured multicultural Australians were informed and included, delivering culturally relevant, plain-language content that built trust and transparency.

The campaign unfolded across two phases, combining above-the-line visibility with below-the-line community engagement.

Core activities included:

• Advertising: Press in six languages; radio in seven; digital display (four creative executions in five languages); and subtitled digital video in five languages.
• Information materials: Fact sheets, technology explainers, social media tiles, press releases, and an audio explainer series — each in seven languages.
• Public Relations: Media briefings, earned media, and targeted multicultural media partnerships.
• Social media: Organic and paid social campaigns, tailored to CALD communities.

Primary Target audience:

Individuals who:

• Sought reassurance that credible action was being undertaken to address climate change
• Wanted to understand more about the government’s approach to reducing emissions

Campaign languages:

Advertising: Arabic, Cantonese, Greek, Italian, Korean, Mandarin, Vietnamese + Indian accented English

PR: Arabic, Chinese Traditional, Chinese Simplified, Greek, Italian, Korean, Vietnamese + English

Delivered in two national phases, the campaign combined clear, evidence-based messaging with community storytelling and outreach.

• High engagement and positive feedback from multicultural audiences who appreciated being directly included in the national climate conversation.
• Above-benchmark interaction rates across digital and social channels.
• Community events and media coverage that sparked genuine dialogue about sustainability, technology, and Australia’s future.

By translating technical climate policy into relatable, culturally meaningful messages, this campaign successfully built awareness, trust, and participation — proving that inclusion is essential to national action on emissions reduction.