Western Sydney's CALD communities were disproportionately impacted by COVID-19 lockdowns and restrictions. The NSW Government urgently needed a campaign to boost vaccination rates and facilitate a safe return to normal life. The challenge? To develop a culturally sensitive and highly impactful campaign that resonated with diverse audiences and addressed their specific motivators and barriers to vaccination.
Our strategy centred on a robust co-design approach, prioritising genuine partnership and shared decision-making with CALD communities. We established a diverse Community Reference Group, comprised of CALD health professionals, community and faith leaders, and representatives from Multicultural NSW. This group provided invaluable insights into cultural nuances, language preferences, and community concerns, ensuring the campaign's relevance and effectiveness. We employed an iterative, cyclical process of design, feedback, and refinement, ensuring the campaign resonated authentically with diverse audiences. Critically, the translation of key messaging was also co-designed, ensuring accurate and culturally appropriate language.
The results were remarkable. Vaccination rates in NSW increased dramatically, playing a significant role in bringing "Freedom Day," the lifting of lockdown restrictions, forward to October 2021. This success demonstrates the power of co-design in achieving meaningful, real-world impact.