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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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Reducing this one factor of voting could lead to a different Prime Minister

Informal votes should not be a third force in Australian politics - but they could change the result of the election on July 2. The last federal election in 2013 should have been the most engaged in Australian history - with a cast of Game of Thrones proportions. Full...
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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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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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Infographic: The Chinese Community in Australia

It seems like every marketer is interested in the Chinese community. That's probably because, apart from English (naturally), Mandarin is now the most spoken language in Australia (overtaking Italian since the 2011 Census). When we combine all Chinese languages;...
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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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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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MLA CAMPAIGN WINS AT 2016 AMMAS – B&T Magazine media coverage

B&T Magazine, 7 December 2016 The winners of the 2016 Australian Multicultural Marketing Awards (AMMAs) were revealed at the Sydney Opera House last night, with the latest lamb campaign by Meat & Livestock Australia and independent agency The Monkeys receiving...
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IDENTITY Communications scores TVB Award

IDENTITY multicultural marketing agency starts 2017 in winning style Only a few months after winning two AMMAs, IDENTITY Communications has been recognised with the Outstanding Branding Image Award 2017 by TVB Australia. TVB says "the award is given an agency with new...
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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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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.