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