Migrants share their stories for new campaign from SBS Audio

SBS Audio has kicked off a new heartfelt campaign for its Australia Explained service – an offering dedicated to providing migrants with all the information they need to successfully settle and live within Australia.

The three minute hero film features migrants from across the globe sharing their stories of moving to Australia, using a plethora of languages, including English.

In addition to the main film, the campaign leverages 30-second clips “about the nuances of starting life in Australia”. The campaign is intended to be shown on paid and owned platforms.

By delving into the migrant experience, the campaign is intended to celebrate contemporary Australia and reinforce the message that SBS is dedicated to supporting diverse communities.

“SBS’s Australia Explained campaign features real stories from real people. The creative empowers and celebrates diverse migrant and refugee experiences – from mental health and language barriers to raising bilingual kids and job hunting – which collectively contribute to contemporary Australia today,” SBS’s chief marketing and commercial officer, Jane Palfreyman, said.

“We want audiences to form a human connection with these stories, and whenever they think of new migrants or multicultural communities to think of SBS and our services.”

“SBS is committed to helping everyone feel welcome, connected and part of society, no matter where you come from or what language you speak,” SBS Audio’s acting director, Pamela Cook, added.

“Australia Explained bridges the cultural gap for recently arrived migrants – or new locals – by providing practical and engaging information in more than 30 languages to help everyone fully participate in society and feel they belong.”

Australia Explained rakes in “100,000 audio plays and 66,000 page views” every month. According to a statement from its broadcaster owner, 2024 has seen the service’s “multilingual videos … receiv[e] 1 million plays on social media.”

Palfreyman recently appeared on Mumbrella’s one-on-one podcast series. Check out the full episode here.


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