Campaign expenditure
In 2022-23, the Victorian Government committed that departments and agencies spend at least five per cent of campaign advertising budget on multicultural media (Tables 4 and 5).
| Department | 2021–22 expenditure (%) | 2022–23 expenditure (%) |
|---|---|---|
| Department of Education | 10.51 | 8.80 |
| Department of Energy, Environment and Climate Action | 10.56 | 8.97 |
| Department of Families, Fairness and Housing | 7.50 | 10.44 |
| Department of Government Services | N/A | N/A |
| Department of Health | 15.99 | 11.10 |
| Department of Jobs, Skills, Industry and Regions | 12.72 | 11.79 |
| Department of Justice and Community Safety | 9.24 | 9.48 |
| Department of Premier and Cabinet | 19.68 | 12.05 |
| Department of Transport and Planning | 7.30 | 11.45 |
| Department of Treasury and Finance | 5.27 | 6.34 |
Notes:
- These figures represent campaign advertising only and exclude expenditure on interstate and international advertising. Figures include campaign advertising undertaken via all channels, including both digital and non-digital.
- No 2021–22 data is available for the Department of Government Services because it was established on 1 January 2023.
| Financial year | Multicultural expenditure (%) |
|---|---|
| 2022–23 | 6.7 |
| 2021–22 | 10.4 |
| 2020–21 | 9.6 |
| 2019–20 | 7.6 |
| 2018–19 | 5.0 |
| 2017–18 | 5.2 |
| 2016–17 | 6.0 |
| 2015–16 | 5.5 |
| 2014–15 | 5.8 |
CALD communities use of public transport research
The Empowering Victorian CALD Communities to confidently use public transport research project was undertaken in partnership with Bastion Insights to better understand the behaviours, needs, challenges and pain points of Victoria’s multicultural communities accessing public transport (DTP: $0.23m in 2022–23). Research included in-depth interviews with South Asian, Chinese-speaking diaspora, Greek, Middle Eastern, Vietnamese, and African groups to develop a best practice Marketing Playbook for future communication campaigns.
Advertising for multicultural events and celebrations
DPC conducted paid advertising for multicultural events and celebrations to mark significant community celebrations and encourage community members to gather in COVID-safe ways. Advertising was designed specifically for each event and featured in-language and English content across radio, print and social media channels. Advertised events included:
- the birth of Guru Nanak in November 2022 (Hindi, Punjabi)
- Indian Independence Day (English, Punjabi, Tamil, Bengali)
- Afghan Independence Day (Dari)
- Mid-Autumn (Moon) Festival (Chinese, Vietnamese)
- Rosh Hashanah (English, Russian)
- Yom Kippur (English, Russian)
- Sukkot (English, Russian)
- Dussehra/Vijayadashami (Hindi, Nepalese, Burmese, Bhutan)
- Turkish Republic Day (Turkish)
- Diwali/Deepavali (English, Hindi, Tamil, Nepali, Gujarati, Punjabi, Bengali, Urdu, Sinhalese)
- Hanukkah/Chanukah (English)
- Christmas (Greek, Italian)
- Eid al-Adha (Arabic, Farsi, Indonesian, Turkish).
Case study
'Stay well this winter' advertising campaign
Between 20 July and 4 September 2022, DPC ran a major public health and safety campaign to encourage Victorians to protect themselves and vulnerable community members from infectious diseases and COVID-19. Messaging encouraged Victorians to wear masks indoors, gather in well-ventilated spaces, get vaccinated and access respiratory clinics for treatment if they were ill.
The campaign included approximately 15 per cent of expenditure on multicultural media channels to reach Victorians from all cultural backgrounds. It was launched across social media, radio, audio streaming, outdoor advertising and print channels.
Campaign assets were translated into a range of community languages based on population size, English language proficiency and vulnerability to COVID-19. These languages included:
- Arabic
- Cantonese/Traditional Chinese
- Farsi
- Filipino/Tagalog
- Greek
- Hindi
- Italian
- Malayalam
- Mandarin/Simplified Chinese
- Punjabi
- Spanish
- Turkish
- Urdu
- Vietnamese.
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