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.

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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.

Why brands should embrace Lunar New Year.

Why brands should embrace Lunar New Year.

This Saturday marks an important date for a large portion of consumers in Australia and around the globe. January 25 is the start of the Lunar New Year, the biggest cultural occasion across Asia which is celebrated in China, Macau, Singapore, Thailand, Malaysia, Taiwan, Vietnam, Korea and by their diaspora worldwide.

This year marks the Year of the Rat, and locally it will be celebrated by 1.5 million Asian-Australians. According to Nielsen, migrant Australians will account for $18.7bn (28 per cent) of the total FMCG retail channel in Australia by 2022.

Thang Ngo managing director of Identity Communications, Australia’s largest multicultural marketing agency advised brands to embrace this opportunity to connect with consumers.

“In the current challenging retail environment, retailers ignore this huge market at your own risk,” Thang Ngo, managing director of Identity Communications, told Inside FMCG.

“Lunar New Year is a huge commercial opportunity. Everyone wants to start the new year on a positive note. That means a spike in food and beverage for family celebration, new clothes for the family, cleaning the house and resolutions for a healthier lifestyle.”

According to Ngo, Telco’s have long recognised the commercial potential of this holiday, as it is a peak period for calling and messaging friends and family in Australia and ‘back home’.

Locally, Bunnings, David Jones, Myer and Woolworths are among the retailers running Lunar New Year promotions.

Woolworths has expanded its Asian product range in over 200 key stores with a focus on fresh produce, cooking essentials, gifting and snacking.

The snacks range includes Roasted Seaweed snacks, crispy Calbee Potato Chips, Kushi Fruity Jelly Drinks, Indomie Noodle Cups and Mango Candy which are among the fastest growing snacks in the Asian market.

“We’ve had such positive feedback from our customers of our Asian product range,” Woolworths head of International Foods, Serena Anson-Cope said.

“We’ve tried to provide customers with products they are familiar with from home, while ensuring we meet the freshness and quality expectations when it comes to local and international products available.”

AuMake, a retailer that targets daigou and more recently Asian tourists in Australia, kicked off a Chinese New Year promotion on Thursday.

“We are celebrating and saying thank you to our valued customers who shop with us over the Lunar New Year period with a Free Gift with any purchase,” a spokesperson for AuMake told Inside FMCG.

Those who make a purchases over $50 receive a free Herbsmart Rose Hip Milk or Thistle Milk valued at $58.

Haigh’s Chocolates is releasing its its Lunar New Year Range into all 20 of its stores for the first time this year to meet demand.

Marketing manager Fiona Krawczyk said the range proved very popular with consumers when they tested the market in selected stores nationally last year.

“It has been well received across all stores and online this year so it is set to become an annual calendar retail event for us given its popularity,” Krawczyk told Inside FMCG.

The range includes the iconic Haigh’s Milk Chocolate Murray Cod along with Milk and Dark Macadamias and premium Milk and Dark Chocolate Tablets in a traditional red and gold colour scheme.

In Chinese culture, rats were seen as a sign of wealth and surplus, and some brands are eager to cash in on this celebration.

Gucci has collaborated with Disney this year on their Year of the Rat collection, fronted by Mickey Mouse. Swatch is releasing limited edition rat watches in gold and red cheese casing, while Chopard is selling a Year of the Rat watch with the hefty price tag of $US24,600.

So while Australia Day may be front and centre this weekend, ask yourself if your brand could be using this opportunity to connect with Asian consumers.