This two-phase behaviour change campaign was designed to shift outdated perceptions of ex-service personnel within CALD communities and among CALD employers. Drawing on behavioural insights, it repositioned veterans as skilled, adaptable, and valuable contributors to civilian workplaces — emphasising their teamwork, leadership, and discipline.

This multifaceted communications strategy integrates culturally tailored advertising, multilingual content creation, stakeholder engagement, and targeted outreach across media, events, and social platforms to effectively connect with diverse communities as follows:

• Advertising – translated press and digital video (programmatic) x 6 languages + cultural appropriate English 
• Translated information materials – case studies, infographic, testimonial videos and social media assets, podcasts
• Stakeholder engagement and community outreach, third party distribution 
• Business and community events
• PR activities including earned media and CALD media partnerships 
• Social media.

Target audiences: Employers, Veterans and their families, industry groups and associations and chambers of commerce, third parties and intermediaries.

Campaign languages:

Advertising: Arabic, Cantonese / Chinese Traditional, Greek, Italian, Mandarin / Chinese Simplified, Punjabi / Indian Sub-Continent, Vietnamese. 

PR: Arabic, Cantonese / Chinese Traditional, Greek, Italian, Mandarin / Chinese Simplified, Vietnamese + culturally appropriate English Sub-Continent.

Public relations activity formed the campaign’s engine, backed by precisely targeted advertising and authentic storytelling. The use of veteran case studies, podcasts, and events built community trust and humanised the issue. 

Engagement metrics surpassed industry benchmarks, and stakeholder feedback highlighted strong resonance and high cultural relevance. Despite being shortened due to the federal election period, the campaign achieved meaningful impact and was recognised as a model for inclusive strategic communication.