Australia’s commitment to reach net zero emissions by 2050 represents one of the most significant economic and industrial transformations in its history.

The challenge: to engage communities in the Hunter and Central Queensland — regions that are home to major fossil fuel-based industries — while recognising the deep social and economic sensitivities of this transition.

The campaign’s goal was to empower local communities to see themselves as active participants in the nation’s net zero journey. It aimed to increase awareness, understanding, and confidence in the government’s plan by highlighting both the local impacts and the new opportunities emerging from a cleaner, more sustainable economy.

The CALD component of the campaign was community-driven and PR-led, focusing on trusted messengers, credible content, and authentic storytelling.

Key activities included:
Cultural concept development and community insight integration

• Translation and design of plain-language information resources
• Public relations, opinion leader engagement, and community outreach
• Events and local sponsorships with strong multicultural participation
  Organic social media amplification via community networks

Target audiences – communities in the Hunter and Central Queensland impacted by the net zero economic transformation. 

Languages 

The Hunter – Mandarin, Spanish, Tagalog/Filipino, Macedonian

Central Queensland – Tagalog / Filipino, Mandarin, Punjabi, Vietnamese.

The CALD PR strategy mobilised trusted local voices — scientists, business leaders, and community champions — to drive awareness and attitudinal change.

By equipping these leaders with well-crafted resources and messaging, we built a strong network of on-the-ground advocates who could address local concerns, share factual information, and reassure communities through authentic and credible peer-to-peer storytelling.

Key outcomes included:

• Prominent community leaders, scientists, and entrepreneurs from the Hunter and CQ publicly pledged support for the net zero transition.
• Participants featured in testimonial videos and a digital photographic exhibition, adding authenticity and local pride.
• A series of community and business events brought together CALD champions with subject matter experts to promote open dialogue and build understanding.
• A sponsorship with the Hunter Multicultural Fiesta generated strong PR traction and high organic social media engagement, even with the campaign curtailed by the Federal Caretaker period.

Through trust, local leadership, and cultural insight, this campaign bridged the information gap — transforming uncertainty into empowerment and resistance into readiness.