DIGITAL SWITCHOVER

Objective: 
Develop and implement a strategy to reach all multicultural communities in 12 regional and metro areas of Australia about the switch to digital-only TV – ensuring communities were informed and prepared for the permanent switch to digital TV.

Approach: 
Cultural Perspectives created a multi-faceted, whole of community engagement strategy that was rolled out to 12 individual regions across Australia over a 4 year period. The strategy was completely tailored to the nuances of each region through localised ethnicity data analysis combined with key insights into multicultural communities. All phases of the campaign were built on targeted advertising and were supported by community relations, media relations, events, stakeholder engagement, an Ambassador program and face-to-face community information sessions.

Results: 

• The campaign is regarded as the most successful Federal Government campaign. Based on the target top 20 languages for each Switchover Market, the total reach of the campaign to CALD communities was just under 3.5 million. 34 Multicultural Switchover Ambassadors were engaged and advertising was produced in 31 languages across 111 different executions.

• Nationwide, there were 695 key stakeholders engaged, with 117 Infohubs. 52 information sessions were held with over 1500 participants.

• 71 stakeholder newsletter articles were published by partner organisations and 49 translated ethnic media articles published in a range of languages.

• In total, 29 770 Z-Cards were distributed, alongside 18 000 pieces of campaign collateral.