NSW Government launches gambling campaign for CALD audiences

NSW Government launches gambling campaign for CALD audiences

Adnews, 15 June 2021

The NSW Government’s Office of Responsible Gambling has launched a new campaign, Number that Changed My Life, targeting cultuarally and linguistically diverse (CALD) audiences.

The campaign came to life after a program of in-depth research and extensive consultation with gambling counsellors who work with multicultural clients and those impacted by gambling.

“Gambling is an issue for people from all walks of life, however, research shows that people from a migrant background face different issues and significant barriers in seeking help,” the Office of Responsible Gambling’s (the Office) director, Natalie Wright says.

“When someone from a culturally diverse background is struggling with gambling, they often don’t recognise that it’s an issue. Even when they do, shame and stigma can stop them from getting help. It’s often friends and family who initiate help seeking.”

The Office appointed Loud to develop the campaign strategy and creative, following a competitive pitch.

While tailored for each community, the campaign draws on insights that are prevalent across all communities.

Loud and Identity Communications worked closely to execute the campaign across the complex multicultural media landscape.

“We were thrilled to be able to contribute strategically and creatively to such an important campaign with so many nuances,” Loud CEO Lorraine Jokovic says.

“Gambling related harm doesn’t just affect the individual, it also impacts their loved ones, so it was critical to get our messaging relevant to each and every audience we need to reach.

“The result is a campaign that highlights success stories to build hope, encourage the audience to seek help and reaffirm that seeking support can change their lives.” 

Identity Communications managing director Thang Ngo says working with Loud ensured the message of the campaign was “unmissable” in multicultural media.

“Knowing that shame is a key barrier to seeking counselling, we engaged with multicultural community groups and other key stakeholders to help spread the message and to assure our audience that there is no shame in seeking help,” Ngo says.

Bespoke campaign creative has been developed for the Chinese, Arabic, Vietnamese, Korean and Indian communities.

The campaign will air on all media channels including ethnic print, radio, TV, digital, online video and OOH and will be supported by community engagement initiatives.

Victorian COVID-19 Hotspots – Top Languages

Victorian COVID-19 Hotspots – Top Languages

The Victorian government will implement additional COVID-19 restrictions for 10 hotspot postcodes in Melbourne from 11.59pm tonight.

These restrictions wil apply to the following postcodes:

3038: Keilor Downs, Keilor Lodge, Taylors Lakes, Watergardens
3021: Albanvale, Kealba, Kings Park, St Albans 
3012: Brooklyn, Kingsville, Maidstone, Tottenham, West Footscray 
3042: Airport West, Keilor Park, Niddrie, Niddrie North
3064: Craigieburn, Donnybrook, Mickleham, Roxburgh Park, Kalkallo 
3047: Broadmeadows, Dallas, Jacana 
3060: Fawkner 
3032: Ascot Vale, Highpoint City, Maribyrnong, Travancore 
3046: Glenroy, Hadfield, Oak Park 
3055: Brunswick South, Brunswick West, Moonee Vale, Moreland West

The IDENTITY Communications strategy team has crunched the data to show all languages (other than English) spoken in these 10 hotspot postcodes (Source: 2016 Census, ABS). 

To find the top languages spoken in each postcode, or for the grand total across all postcodes, just click on the sort arrows at the top of the respective columns.

[table id=19 /]

NSW launches wellbeing campaign for Indigenous Australians

NSW launches wellbeing campaign for Indigenous Australians

The NSW Government has launched an Indigenous partnership to provide information and support to the community while they are staying at home.

The objective is to provide practical tips to support the physical and mental health of Indigenous Australians, while they are staying at home, using Indigenous sporting talent.

“While we know the people of NSW understand the importance of staying at home to protect themselves and the community, the NSW Government understands it can be challenging to maintain strong physical and mental health at this time,” says Emma Hogan, secretary of the Department of Customer Service.

“This partnership is about working with Indigenous media and talent to make sure the message is relevant and cuts through. The content was developed and produced specifically for the community and told by people from the community.”

Four pieces of content produced cover a wide range of topics: Connection to Culture, Staying Healthy, Managing Stress and How to Keep the Mob Safe.

The content features Indigenous NRL greats, Timana Tahu and Dean Widders as well as former NRL player turned presenter, Tanisha Stanton.

Produced in partnership with NITV, the four segments will air on Over the Black Dot, the Indigenous broadcaster’s weekly NRL panel program.

The segments will air over the next four weeks, coinciding with the re-start of the NRL season.

The NSW Department of Customer Service engaged IPG Mediabrands’ specialist cultural consultancy Identity Communications for the campaign.

“The Indigenous community strongly over-index when it comes to Rugby League, both in playing and watching the game,” says Thang Ngo, managing director of Identity Communications.

“We also know that NITV is a trusted channel and is highly consumed by the community. Each month, some two million Australians tune in to the network.

“The partnership allows us to leverage this strong community passion point and trusted messengers to provide helpful physical and mental wellbeing information.”

Client: Department of Customer Service and NSW Health
Agency: Identity Communications
Managing Director & Head of Strategy: Thang Ngo
Account Director: Wei Ng
Senior Account Manager: Albert Han
Production: NITV (National Indigenous Television)
Managing Producer: Adam Manovic
Senior Producer, Writer-Director: Ben Smith
Director of Photography: Arron Hage
National Advertising Sales Manager: Craig Corcoran

Leading Chinese paper closes down

Leading Chinese paper closes down

The Australian, 10 February 2020.

By Heidi Han

The largest and longest-running Chinese language newspaper in Australia, Sing Tao Daily went into liquidation on Thursday, ending its 38-year legacy and adding uncertainty to the diversity and independence of the Chinese- language media in the country.

The sudden closure of the local publication that formed part of 16 overseas editions of Hong Kong’s second-largest Chinese-language newspaper comes as Australia’s largest non-English language community is overwhelmingly embracing digital media, including popular social media
platform WeChat.

With a circulation of more than 15,300 for weekdays and 25,000 for the Saturday paper nationally, according to Dentsu Aegis, Sing Tao had also been facing criticism globally for being influenced by the Chinese Communist Party.

An ASIC notice confirmed the liquidation of Sing Tao News papers Pty Ltd, while the global group described the move as part of its business adjustment to adapt to the operational environment, adding they also planned to boost other overseas businesses.

More than 20 staff in its only remaining office in Sydney were reportedly left in shock when they turned up to work late last week, with many concerned about their unpaid benefits as they were told the liquidation process would probably take up to three months.

“Sing Tao is not just any other publication; it’s an icon in the local multicultural media landscape,” said Thang Ngo, managing director of Australia’s leading multicultural marketing agency, Identity Communications.

“The loss of Sing Tao and other local Chinese-language publications will significantly reduce the diversity of media available to the community here.”

Mr Ngo said the number of paid Chinese publications was down to fewer than 35, from almost 90 a decade ago.

Sing Tao is the second Chinese newspaper in Australia that has stopped printing in six months. In September, another daily Chinese paper, Australian New Express Daily, owned by Chinese-Australian billionaire Chau Chak Wing, scrapped its print edition.

“The general Chinese media landscape is worse off because of the loss of the paper, but I’m not surprised,” said UTS professor of media and cultural studies, Wanning Sun.

“Sing Tao has undergone many changes in terms of style, readership and business model, and also in its editorial positions,” she added.

“There have been challenges for two reasons: the decline of Cantonese-speaking older generation of migrants in Australia; and, at the same time, the rapid growth of a Mandarin-speaking younger audience.”

A survey of 522 Mandarin-speaking Australians conducted by Professor Sun and her team found as many as 60 per cent of respondents identified WeChat as their primary source of news.

It also found that while most Chinese-Australian participants did not regularly access news and information from mainland Chinese legacy media, a “strikingly similar” proportion regularly accessed mainstream English-language media.