The ATO’s Campaign Via UM & Identity Communications Wins Big At 2021 NSW Premier’s Multicultural Communications Awards

The ATO’s Campaign Via UM & Identity Communications Wins Big At 2021 NSW Premier’s Multicultural Communications Awards
B&T Magazine
Edited by B&T Magazine



A communications campaign created by media agency UM, multicultural agency Identity Communications and the Australian Taxation Office (ATO) has been awarded Business Campaign of the Year and a further bespoke judges award at the 2021 NSW Premier’s Multicultural Communications Awards.

The annual Premier’s Multicultural Communications Awards (PMCA) is a national awards forum focusing on recognition for best practices in multicultural marketing and communications.

The ATO’s CALD (culturally and linguistically diverse) Tax and Super Basics campaign created by the ATO, UM and Identity Communications won the PMCA’s Business Campaign of the Year award. It also attracted a bespoke award from the judges, called Judge’s Choice – Outstanding Campaign of the Year.

The ATO’s Tax and Super Basics campaign focused on recognising that tax and superannuation are often relatively unfamiliar to some migrant communities. Recognising that information is critical for newly arrived migrants, the campaign objective was to provide important tax and super information to help migrants settle into Australia.

The campaign significantly increased the average monthly traffic to the ATO’s in-language online content, driving major increases in information awareness and engagement metrics.

Sally Bektas, assistant commissioner, ATO, said: “We are serious about communicating with culturally and linguistically diverse audiences and are really proud of this campaign. From creative development to media strategy, to user experience, all elements were designed with new and emerging migrant audiences in mind.”

UM, the Australian Government’s master media agency, worked closely with sister agency Identity Communications to identify 12 language groups based on size, English-language proficiency and recency of arrival.

The campaign was driven by a multicultural media strategy including digital display, social media and radio to drive website visitation. Different tax and super creative work were developed and scheduled to run at the most relevant times.

The ATO developed bespoke in-language creative and website content using its own internal resources and used external language professionals for translations. The ATO also conducted creative testing to ensure the creative was engaging and culturally appropriate.

Thang Ngo, managing director of Identity Communications, said: “This was effectively 12 campaigns tailored for 12 different language groups to ensure the message resonates and prompts action.”

Brett Elliott, general manager of UM Canberra and the agency’s most senior executive on The Australian Government account, said; “UM’s work for the Australian Government has been recognised with many awards.

“We take great pride and care with multicultural and Indigenous communications and I’m proud that our efforts have been recognised with these accolades.”




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