Haystac scoops multicultural award
A campaign celebrating cultural diversity in Australian workplaces scooped the advertising award at the 2009 National Multicultural Marketing Awards dinner last night.
Marketing communications agency Haystac Positive Outcomes (HPO) was handed the gong for A Taste of Harmony, a campaign which was run in partnership with the Scanlon Foundation and the Australian Multicultural Foundation.
The marketing push, which included the recruitment of celebrity ambassadors, sponsorships and media activity, encouraged workers to have lunch together and share food from their cultural background.
HPO general manager Jen Sharpe said that research it undertook found there was a low level of awareness of cultural diversity in the workplace.
“Our strategy addressed this through a number of initiatives, which resulted in genuine social cohesion amongst the 60,000 Australians that participated – and 99% of participating workplaces plan to take part again in 2010,” she said.
The Scanlon Foundation is a philanthropic organisation committed to ensuring the ongoing creation of a socially cohesive, multicultural society in Australia.
The Australian Multicultural Foundation aims to promote the diversity of cultures within Australia.
HPO is part of Haystac Public Affairs which is owned by Mitchells Communication Group.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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