The NSW Government Department of Communities and Justice faced a critical challenge: developing a culturally sensitive and impactful campaign to address domestic violence within Culturally and Linguistically Diverse (CALD) communities. Recognising that cultural factors profoundly influence behaviour and attitudes, they needed a nuanced approach to reach victim-survivors from diverse backgrounds.
We co-designed the "Speak Out" campaign in close collaboration with community leaders and influencers who possessed firsthand experience working with the target audience. This collaborative approach ensured cultural relevance and resonance. The campaign educated and empowered victim-survivors by highlighting the vital support available through the NSW Government Domestic Violence Line, including crucial in-language services. We went beyond creative development, crafting a comprehensive media strategy and meticulously planning and booking all CALD media to ensure maximum impact and reach the right audiences at the right time.
The results were transformative. The "Speak Out" campaign significantly raised awareness of domestic violence and available support services within CALD communities, reaching audiences in Arabic, Chinese, Hindi, Punjabi, and English. Its resounding success not only inspired a broader English-language campaign but also earned us the prestigious "Agency Campaign of the Year" award at the Premier's Multicultural Communications Awards, solidifying our commitment to creating meaningful change through culturally sensitive communication.