AGL creates bespoke in-language campaigns for First Nations and multicultural Australians, via SBS CulturalConnect
Energy provider AGL has engaged SBS’ CulturalConnect division to support multicultural and First Nations communities with a new bespoke campaign focusing on reaching them in their preferred languages.
Amid cost-of-living pressures, the campaign is part of AGL’s two-year $90 million Customer Support Package initiative, and has been designed to help Aussies better manage their energy use and help ease financial pressures.
Through real stories with real families from First Nations, Lebanese Arabic, Chinese, Indian, and Vietnamese backgrounds, the bespoke creative shares unique cultural insights authentically and humorously to connect with the audience.
Head of brand at AGL, Yasmina Pinto, described the community initiative as a “first-of-its-kind” and said the team loved working the project.
“Cultural and linguistically diverse Australians and First Nations peoples make up over a quarter of the Australian population and a large portion of AGL’s customer base,” she said. “We felt SBS was the perfect partner to create bespoke, in-language energy literacy content that authentically resonates.”
The creative spans ten separate 30-second TVCs, includes 15-second cutdowns, and supporting social content. It is supported by a comprehensive life of additional free in-language tips, translated by SBS, available on AGL-hosted webpages.
“This is beautiful creative work that recognises and celebrates the diversity of Australia,” said Kate Young, national manager of SBS CulturalConnect.
“SBS Media partnered with AGL, collaborating closely with Identity Communications, to develop a campaign that speaks directly to these diverse communities, reflecting SBS’s deep connections with these audiences.”
Young said SBS CulturalConnect, which is a dedicated client solutions division, leveraged insights to ensure the campaign not only reaches the intended audiences, but resonates authentically.
“For AGL, a brand that values inclusivity and connecting with diverse customers, SBS CulturalConnect designed a tailored approach that seamlessly integrated cultural nuances into the creative strategy,” she explained.
Identity Communication’s managing director, Santosh Murthy, applauded AGL for going “above and beyond” to engage all Aussies.
“The campaign creative incorporates cultural nuances and showcases the impact of authentic storytelling – ultimately, making a real difference to real families across Australia,” he said.
“With their ability to engage real families and its established brand among both multicultural and First Nations (NITV) audience groups, SBS was an ideal partner for co-creation and implementation of this campaign.”
The campaign is live from Thursday.
Credits:
Brand: AGL
Media agency: Identity Communications
Creative agency: SBS CulturalConnect
Production company: SBS CulturalConnect
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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topics
AGL
Cost of Living
CulturalConnect
energy
First Nations
Identity Communications
Kate Young
multicultural
Santosh Murthy
SBS
SBS CulturalConnect
Yasmina Pinto
Instead of wasting millions on ads why not just make the service rate cheaper? Am I missing something???…
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