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IDENTITY WINS 2016 AMMAS FOR INCLUSIVE LAMB CAMPAIGN

A campaign calling on Australians to come together over lamb was awarded two AMMAs, winning the Communications category as well as scoring the People’s Choice. The Meat and Livestock (MLA) campaign was the collaborative effort between UM, The Monkeys, One Green Bean and IDENTITY multicultural marketing agency.

The AMMAs (Australian Multicultural Marketing Awards) is a national award that recognises best practice in multicultural marketing.

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Debunking the myths around multicultural Australia

Over the years, so many “facts” have been casually dropped about Australia’s migrant population that are just wrong. Here’s a quick guide that might come in handy at the water cooler or BBQ stopper (with the help of the Australian Bureau of Statistics Census). All...
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Multicultural Festivals – how to engage more effectively

A bit of common sense and some strategy will go a long way... Multicultural marketers will have been here before. Their agencies recommend activations at cultural festivals to engage with potential customers. The most common cultural festivals recommended by...
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702 ABC Sydney Radio Cabramatta Outside Broadcast

Live radio with 702 ABC Sydney's Simon Marnie. Live radio can be nerve racking as Thang Ngo from IDENTITY found out. I had the awesome opportunity of co-hosting 702 ABC Sydney Weekends with the lovely Simon Marnie last Saturday for their outside broadcast in...
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Traditional Chinese vs Simplified Chinese – what’s the difference?

This is one of the most common questions that clients ask us at IDENTITY Communications. We've put together a quick guide. China is already a major driver of world economic growth. Domestically, it's important too. Around 650,000 people in Australia speak a Chinese...
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Racism: How should we be calling it out, Radio 2SER

Should we be calling out racism? Thanks to social media these days, anyone with an opinion has a space to express it. No topic is too taboo, and there's nothing really there to censor what is said online. When people are talking about sensitive topics like racism,...
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Why we might be eating dumplings for Australia Day in the future

This year's Australia Day lamb ad from the folks at Meat and Livestock Australia pushed up a lot of people's blood pressure. Some were indignant that it tells us to eat lamb on Australia Day, without mentioning the words "Australia Day", while others objected to the...
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Why I don’t label people as racists

In 1977, we were the first wave of Vietnamese to hit suburban Sydney. My hair was the first thing the kids at school noticed. Thick, wiry, unencumbered by products, my plume fanned out like a black lacquered miso bowl turned upside down. It was a source of tactile...
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Should SBS relocate to Parramatta?

“SBS should move to Parramatta. That should be their head office. They could clearly differentiate the organisation and go to the – as we know – absolute centre of Sydney, which is the centre of all sorts of ethnic groups.” With this statement, the chairman of FreeTV,...
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How Lunar New Year became a commercial event in the West

This article by Thang Ngo was first published on SBS World News. Major Western companies - from the big banks and supermarket chains, to department stores and luxury cosmetic brands - are splashing out on Lunar New Year campaigns. And the budgets are only going to get...
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IDENTITY scores two awards at the 2016 AMMAS – Mumbrella media coverage

Meat & Livestock Australia’s diversity work wins at Multicultural Marketing Awards By Simon Canning, Mumbrella, 7 December 2016 Meat and Livestock Australia’s (MLA) controversial spring lamb ad which called on Australians to come together over lamb has won the...
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One in three people in Sydney speak a language other than English at home.

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The top 6 languages (other than English) spoken in Sydney account for almost half of the non-English speaking population.

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Seven in 10 residents in Fairfield and Auburn local government areas speak a language other than English.

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The number of Mandarin speakers in Australia increased by 53% between the 2006 and 2011 Census.

Top 10 Multicultural LGAs in NSW

More than half of the population in these local government areas (LGAs) speak a language other than English at home. All are in metropolitan Sydney and most are located in Sydney’s West.

  • Auburn 71.6%
  • Fairfield 70.4%
  • Canterbury 64.4%
  • Strathfield 61.2%
  • Burwood 59.6%
  • Bankstown 55.2%
  • Rockdale 54.7%
  • Holroyd 51.5%
  • Parramatta 50.7%
  • Liverpool 50.3%

High concentration

One in three (35%) of Vietnamese speakers in Sydney live in just three postcodes: Cabramatta, Bankstown and Fairfield.

Q: “Are there more channels than just press and radio to reach multicultural audiences?”

A: “Definitely. We can open up more efficient and cost effective channels such as digital, social, mobile and search.”

Digital and Social

India is the world's #1 Facebook country with 195m users (May 2016, Statista)

Chinese social media

WeChat is China's most popular social media platform. One influential Sydney-based WeChat account has over 400,000 followers. Facebook is banned in China.