The Department of Immigration and Citizenship last week launched its new anti-people smuggling campaign ‘Don’t be sorry’ – www.australia.gov.au/dontbesorry. It was created by Y&R Group Sydney and Diverse Communications.

The campaign features high-profile Sri Lankan cricketers Lasith Malinga and Muttiah (Murali) Muralitharan in an attempt to reach out and educate ethnic communities whose members often encourage family to seek asylum on risky boat journeys with people smugglers. The campaign has also been produced in six languages: Arabic, Dari, Farsi/Persian, Pashto, Sinhalese and Tamil.

The Minister for Immigration and Citizenship, Brendan O’Connor said, “The main emphasis of this campaign is to get diaspora communities to become information champions who know about the increased humanitarian visa places, who know about the family migration option, and who are aware of the risks involved travelling to Australia by boat.”

The minister said that the campaign was aimed at informing family and friends of would-be illegal immigrants that the law has changed, including the ‘no advantage’ principle whereby new arrivals are liable to be transferred to Nauru or Papua New Guinea, and be processed there no sooner than had they remained abroad and registered through UNHCR.

Y&R ANZ Group chief operating officer, Jason Buckley said, “It’s wonderful we are able to help the broader community and we are delighted that our partnership with Charlie and the team from Diverse could make this happen.”

Diverse Communications Director Charlie Tannous said, “Working with our strategic partner Y&R in developing and executing such an important campaign comes with a huge responsibility and we look forward to the ‘Don’t be sorry’ campaign having a positive impact on the diaspora communities in Australia.”

The campaign will run through to the end of May 2013.