Asia-Pacific creative agency Ward6 has just released a campaign for the Western Sydney Migrant Resource Centre (MRC) that highlights the story of refugee and migrant communities leaving behind their old world and arriving in a new one – Australia.
The campaign, titled ‘Two Worlds, Two Words’, asks communities to share two words of hope, strength and advice for those who have recently arrived.
The agency used the Western Sydney community to help launch the idea via a series of videos featuring a range of local people sharing their two words of advice and a trio of sisters who moved from Iraq in 2016.
In addition, the idea is now being used in a range of Western Sydney MRC’s support materials such as informational leaflets and booklets, as well as community engagement events.
Rachel Haywood, marketing manager at Western Sydney MRC, said: “Language barriers can damage confidence, creating a sense of isolation, and put both physical and mental health in danger.
“The challenge was to help the centre give individuals the strength to take gradual steps outside their comfort zone and embrace a new world.”
Ward6 creative director Grant Foster said: “The idea is deliberately simple so we could cut through traditional cultural boundaries.
“We shot footage of many people for shared content across communities, each story built around a relevant two word phrase, to clearly and deliberately bridge the gap between the migrants’ countries of origin and their new home in Australia.”
Ward6 CEO Stuart Black added: “As anyone living in Australia knows, life for newly-arrived refugees and migrants is not easy.
“This is an issue we feel strongly about at the agency, and if we can do something to make life a little better for these newest of people living in our community, to make them feel welcomed and valued, then we will know we’ve done something worthwhile.”
Client: Western Sydney Migrant Resource Centre
Creative team: Grant Foster, Steve Samuel, and Holly Philip
Director: Michael Corridore
Production house: Photo Play
Marketing manager: Rachel Haywood
Planner: Rob Mortimer
Account director: Christina Salisbury