The AMR reform introduced a new system enabling licensed workers to operate across state borders without reapplying for multiple registrations. The communications challenge was to explain this complex, technical and multi-jurisdictional reform in simple, relevant terms that resonated across CALD communities — many of whom were unfamiliar with similar systems in their countries of origin.

Research, including CALD focus groups, guided the strategy to ensure cultural relevance, clarity, and accessibility.

The campaign will be delivered through a comprehensive, multi-channel approach encompassing advertising, information materials, public relations, stakeholder engagement, and social media including:

• Advertising – digital display x five languages x four versions 
• Information materials – infographic, fact sheets, stakeholder kit
• PR – earned media 
• Stakeholder engagement and community outreach
• Social media.

Primary audiences: 

Workers with state and territory issued occupational licences and registrations (including businesses that employ these workers), particularly those working across multiple states, living in regional and / or border communities, or providing services remotely. 

Campaign Languages

Advertising: Arabic, Chinese Simplified, Chinese Traditional, Korean, Vietnamese

PR: Arabic, Chinese Simplified, Chinese Traditional, Korean, Vietnamese

Despite a modest budget, the campaign delivered above-benchmark outcomes. Translated resources were widely distributed through CALD business and training networks, achieving strong open and click-through rates. 

The campaign generated organic community-led promotion via social media and earned media coverage, successfully building understanding of the reform and ensuring national consistency in CALD communications.