The Future Made in Australia (FMiA) initiative is a visionary, nation-building framework designed to drive Australia’s net-zero transformation, strengthen economic resilience, and secure long-term prosperity.

Our brief was to engage multicultural Australia — inspiring people from all backgrounds to see how they, their families, and their communities could be part of a Future Made in Australia. We needed to make complex and technical policy feel personal, relevant, and easy to understand, even during a cost-of-living crisis.

The challenge: translate highly sophisticated economic policy into clear, culturally resonant communication that would build understanding and pride among culturally and linguistically diverse (CALD) audiences nationwide.

The campaign delivered a fully integrated communications approach combining PR, stakeholder engagement, community outreach, and above-the-line CALD media to reach audiences wherever they lived, worked, and gathered information.

The campaign delivered a fully integrated communications approach combining PR, stakeholder engagement, community outreach, and above-the-line CALD media to reach audiences wherever they lived, worked, and gathered information.

We created a comprehensive, culturally appropriate suite of multilingual assets to ensure accessibility and cut-through:

• Subtitled and voiced-over television, cinema, and digital video content
• Translated press and social media advertising
• Plain-language, culturally appropriate PR information resources which simplified complex policy, and distributed via 1,000 trusted community organisations in 10 languages

Communication channels included:
• Cultural and linguistic advice to inform the creative, along with CALD talent selection for mainstream creative
• Television, cinema, digital, social video, and display advertising
• Translated NAATI-accredited HTML webpages in 10 languages
• Public relations, stakeholder engagement, and community outreach
• Organic social media distribution through trusted community networks

Primary audience – all 26.6 million Australians.

Advertising languages x 10 – -Arabic, Cantonese, Greek, Italian, Korean, Mandarin, Punjabi, Spanish, Thai, Vietnamese

PR and information resources languages x 12 – – Arabic, Cantonese, Greek, Italian, Korean, Mandarin, Punjabi, Spanish, Thai, Vietnamese + Filipino / Indian English

Despite being truncated due to the Federal Election Caretaker period, the campaign achieved wide-scale impact and exceeded expectations for reach, engagement, and comprehension.

Broadcast Media

• Delivered subtitled and voiced-over television and cinema advertising in up to eight languages — all on time and on budget
• Set a new benchmark for best practice, enhancing comprehension among audiences with limited literacy in their own language

Digital Advertising

• Produced subtitled and voiced-over digital video for programmatic, META, and Chinese platform XiaoHongShu (Little Red Book)
• Developed and translated WeChat social display advertising, expanding reach within key Chinese-speaking communities

Community Outreach

• Partnered with over 500 trusted community organisations and stakeholders to distribute translated resources in 10 languages
• Resources included five fact sheets, a subtitled video case study, and a subtitled animation that explained complex policy in plain language

Organic Social Media

• Grassroots outreach generated sustained interest and significant organic content sharing across CALD communities
• Community members and organisations became active amplifiers of campaign messages

Web-Based Engagement

• Developed two fully translated HTML templates (Right-to-Left and Left-to-Right) populated with NAATI-accredited content across 10 languages
• Pages were hyperlinked with government resources and achieved a strong and sustained level of page views
• Stood out as best-practice multilingual communication, avoiding reliance on automated Google Translate and delivering high-quality, accessible content for all users

The Future Made in Australia CALD Campaign turned complex economic policy into a message of unity, inclusion, and opportunity — showing that everyone, regardless of background, has a role in shaping the nation’s sustainable future.

Through smart cultural insights, authentic voices, and seamless collaboration with trusted community networks, this campaign set a new standard for how government communicates with Australia’s multicultural population.