The myGovID rebrand aimed to ensure CALD audiences understood, recognised, and would confidently use myID which was the rebranded myGovID. This rebrand was necessary to avoid confusion with myGov. 

Embrace Society implemented a best-practice, two-phased strategy combining national paid advertising with granular community engagement to reach audiences at both macro and grassroots levels.

Embrace Society activated targeted channels across two phases—first to build awareness, then to sustain and amplify it.

Phase 1:

• Advertising – social display x four executions x five languages
• Information dissemination – fact sheet in one language 
• Stakeholder engagement and community outreach 

Phase 2:

• Advertising – TVC subtitled x four languages; digital video subtitled x five languages; Meta social video subtitled x five languages; Weibo and XHS social video and cover image x one language
• Information materials – two x Infograhics x seven languages and Indian English 
• Stakeholder engagement and community engagement
• Earned media and SBS Radio partnership
• Social media

Target audiences:

Primary target audiences:

• 12.7 million users of the myGovID app who access government online services 
• People 18 years or older covering the demographic of the Australian community, including culturally and linguistically diverse people, First Nations peoples and people with a disability.

Campaign languages:

Advertising: Arabic, Cantonese / Chinese Traditional, Korean, Mandarin / Chinese Simplified, Vietnamese.

PR: Arabic, Cantonese / Chinese Traditional, Greek, Italian, Korean, Mandarin / Chinese Simplified, Vietnamese and Indian English

The campaign achieved above-benchmark outcomes, delivering information effectively at the grassroots level. Strong stakeholder networks and CALD engagement drove high recognition of the rebrand, with unprompted feedback confirming understanding and trust