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    SBS focuses on starting life in a new country in Australia Explained marketing campaign

    Australia Explained, SBS’ flagship service for new migrants, has launched a multi-platform marketing campaign.

    The Australia Explained campaign works to reflect the faces of contemporary Australia,  and “features real stories from real people,” according to Jane Palfreyman, SBS’ chief marketing and commercial officer. 

    “The creative empowers and celebrates diverse migrant and refugee experiences – from mental health and language barriers to raising bilingual kids and job hunting – which collectively contribute to contemporary Australia today,” she said 

    The campaign was filmed in English and other languages with sub-titles for use across owned and paid platforms. It features a 30” hero film for paid social, as well as 30” packages showcasing stories about starting life in Australia, including: Ahmadullah Fazli, a cricketer who fled Afghanistan in 2021 and is currently pursuing his dreams as a player for Charlestown District Cricket Club; Ariel Xue, an occupational therapist turned entrepreneur from China who works towards migrant visibility in leadership and innovation; Hanish Chopra, a man from India who talks about mental health for new migrants; Claire Lee, who arrived as a working holidaymaker from South Korea and shares her experiences on language barriers and reflections on her journey; and Barry Duremdes, a Filipino father of two with a career in Australia who creates content to help other Filipino migrants.

    “We want audiences to form a human connection with these stories, and whenever they think of new migrants or multicultural communities to think of SBS and our services,” Palfreyman added.

    Pamela Cook, acting director of SBS Audio, said the network is “committed to helping everyone feel welcome, connected and part of society, no matter where you come from or what language you speak.”

    “Australia Explained bridges the cultural gap for recently arrived migrants – or new locals – by providing practical and engaging information in more than 30 languages to help everyone fully participate in society and feel they belong,” she said. 

    Every month, Australia Explained receives 100,000 audio plays and 66,000 page views, with its multilingual videos in 2024 receiving 1 million plays on social media. 

    See also: Alone S2 drives SBS On Demand growth and ‘tremendous ROI’ for advertisers

    The post SBS focuses on starting life in a new country in Australia Explained marketing campaign appeared first on Mediaweek.

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