The Murray–Darling Basin (MDB) is Australia’s largest and most complex river system, sustaining 2.4 million people and underpinning much of the nation’s agricultural production.

To support the implementation of the Murray–Darling Basin Plan, a national targeted communications campaign was developed to raise awareness of the Basin’s environmental, social, and economic importance.

Research showed that CALD audiences had significantly lower awareness of water management issues, with many never having heard of the Basin or the Plan.

Embrace Society designed a tailored multicultural strategy to make the story of the Basin relevant, relatable, and urgent — connecting it to the prosperity and sustainability of all Australians.

A national, multilingual campaign combined mainstream visibility with deep community engagement.

Key communication channels included:
Cultural advisory input to ensure creative concepts resonated across communities

• Television (6 languages), digital video (7 languages), and radio (5 languages)
• Translated fact sheets, infographics, and animations in seven languages
• Stakeholder partnerships and community outreach through trusted local networks
• Organic social media distribution and peer-sharing

Target audiences:

• National audience – Australians aged 18+years
• Regional audiences – Residents aged 18+years within the Nurray0Darling Basin

Languages:

Advertising:

• National – Arabic, Cantonese, Greek, Italian, Korean, Mandarin, Vietnamese
• Murray Darling Basin – Cantonese, Italian, Mandarin, Punjabi, Vietnamese

PR – Arabic, Cantonese / Chinese Traditional, Greek, Italian, Korean, Mandarin / Chinese Simplified, Punjabi, Vietnamese + culturally appropriate English Sub-Continent and Filipino communities.

Delivering information about the Murray–Darling Basin required accuracy, sensitivity, and trust — especially given the complexity and sensitivity surrounding water management.

By partnering closely with CALD peak bodies, local organisations, and community leaders, the campaign ensured messages were authentic, factual, and credible.

Key outcomes included:

• Rapid mobilisation of trusted community networks to distribute translated resources nationally and regionally
• Strong engagement across email and digital channels, achieving above-benchmark open and click-through rates
• Translated web content recorded high and sustained page views, confirming significant CALD community interest in water and environmental issues
• Organic social media sharing extended reach beyond paid media, amplifying awareness through genuine community dialogue

Despite a short campaign window, this initiative demonstrated that strategic, culturally informed communication can successfully elevate understanding of complex national policy among multicultural Australians — ensuring everyone has a voice in the conversation about Australia’s environmental future.