Department of Health and Aged Care: COVID-19 National Multicultural Public Relations Campaign.

Project overview

The Department engaged LOTE at the start of the global pandemic to deliver a national

multicultural public relations program to drive COVID-19 awareness and subsequently support the vaccine rollout, targeting CALD community groups.

LOTE established a dedicated team of five to deliver on the Department's requirements, which included overseeing the critical, time-sensitive production of materials, working to strict media deadlines and specifications and managing community engagement to amplify the delivery of key messages at a grassroots level.

We were also tasked with leveraging our Community Pulse feedback portal and national

community engagement team to provide access to continuous insights to shape policy and

the way in which the Department and external contractors communicated with multicultural

communities during the project's duration.

The solution

Our role in this project included delivering:

• Mass market COVID-19 messaging for Australians from CALD backgrounds. LOTE developed and delivered key COVID-19 messaging supporting 6 million

Australians across 32 languages almost weekly.

• Research services and policy insights. LOTE provided continuous research services to the Department and external contractors to ensure diversity was represented in every aspect of the communications delivered. We leveraged our Community Pulse feedback portal and national community engagement team to provide timely insights that played a pivotal role in improving and enhancing communications strategy and policy.

• Ethical Approval Support. We assisted our project partners in gaining ethics approval for large-scale research and consultation projects associated with the project.

Our impact

LOTE's effective delivery of the COVID-19 National Multicultural PR Campaign ensured that

6 million Australians from CALD backgrounds had access to vital public health information at a critical time during the global pandemic.

LOTE's ability to provide culturally adapted, effective messaging across 32 languages extended the reach of the Department's COVID-19 campaign, enhancing the potential to stop the spread of the virus and save lives. The campaign also supported the Department's broader goal of ensuring health equity and inclusivity in public health campaigns.

Relevant capabilities demonstrated

Our work on this program demonstrates our:

• experience in gaining and leveraging insights to optimise our delivery

• experience in leveraging our community engagement team to amplify our communications at the grassroots level

• ability to engage and communicate with diverse communities in multiple languages

• experience in delivering large-scale national multicultural communications ability to devise effective communications targeting diverse communities

• experience in liaising with key multicultural bodies and access to established relationships with multicultural community networks.