SBS Radio Unveils New Campaign Aimed At Multilingual Australians

SBS Radio Unveils New Campaign Aimed At Multilingual Australians

SBS Radio has launched a new multichannel brand campaign encouraging Australians who speak a language other than English to feel at home wherever they are.

The digital-first campaign, ‘Welcome Home’, has dual objectives of building brand awareness for SBS Radio and directing people to download the refreshed SBS Radio app, where listeners will be able to access local news and current affairs, music, podcasts and community updates in 68 different languages.

Internally developed by SBS, the campaign features SBS employees from the Punjabi, Korean, Vietnamese, Arabic, Cantonese and NITV programs.

The word “home” is repeatedly used throughout in a multitude of languages.

Mandi Wicks, acting chief content officer at SBS, said: “The refreshed SBS Radio app provides audio content on demand and on the go to our listeners in 68 languages.

“Accessible anywhere, at any time on the device of their choice, downloading the free SBS Radio app helps our audiences feel at home wherever they are.”

Jane Palfreyman, acting director of marketing at SBS, said: “The concept of ‘Welcome Home’ signifies SBS’s commitment to providing Australian-focused content to multi-generational migrants, as well as those having newly arrived in Australia.

“The campaign videos are produced in English, and subtitled and produced in seven other languages including Mandarin, Cantonese, Korean, Vietnamese, Arabic, Hindi and Punjabi.”

The campaign will run across the SBS network during April, supported by off-channel digital activity including pre-roll videos, promoted social activity and native content.


Director of marketing: Jane Palfreyman

Head of group marketing: Uma Oldham

Marketing manager: Anna Saunders

Brand manager: Prinola Moodley

Digital campaign manager: Claire Dumont

Digital marketing strategist: Ken Lin

Head of creative services: Joel Noble

Creative lead: Matt Coe

Creatives: Genevieve Graham and Vanessa Meagher

Support designers: Amy Dossett, Gavin Barnett, Madeleine Dudley and Neera Sumer

Producer: Greer Bolomey

Production coordinator: Brianna Lawrence

Director of production: Tony Luu

First assistant director: Darin Berlin

Grade: Alyn Mykas

Audio: Bruce Dale

Media agency: Bench Platform

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