SBS wins two awards at 2017 Australian Multicultural Marketing Awards
SBS won two awards at the Australian Multicultural Marketing Awards, receiving the Communities Award for the 2017 Lunar New Year campaign, and the Youth Award for the 2017 SBS Radio National Languages Competition.
Presented by Multicultural NSW, the Australian Multicultural Marketing Awards reward innovation and acknowledge businesses that promote diversity across corporate, community and public sectors.
To increase awareness of Lunar New Year across Australia and to encourage all Australians to celebrate diversity and promote social cohesion, regardless of their culture or ancestry, SBS ran a competition called ‘Find the Fire Rooster’. Based on the 2017 zodiac sign, this Fire Rooster widget became an animation that appeared on SBS languages pages to be ‘found’ by audiences for their chance to win a prize. The competition resulted in 8,500 competition entries from English, Vietnamese, Mandarin, Cantonese and Korean speaking participants; over 32,000 SBS Lunar New Year program page unique browsers; and over 5 million impressions across social media.
Open to school students across Australia, the SBS National Languages Competition aimed to highlight Australia’s cultural and linguistic diversity by asking students “What does learning a language mean to you?” The campaign was largely targeted towards parents and teachers to encourage student participation. Through extensive media coverage across both SBS owned stations, as well as multiple ethnic and trade publications, posters, social media, and EDM’s, the campaign achieved 2,000 competition entries, from all states and territories across Australia in over 72 languages.