Multicultural is mainstream
Head of Think HQ’s CultureVerse, Jessica Billimoria asks: Can we make messages that every Australian, no matter their language or background, can not only understand, but be changed by?
Can a truly great campaign ever resonate with everyone?
When creative is so tightly wound to the experience of the creator, can we make messages that every Australian, no matter their language or background, can not only understand, but be changed by?
We can. By embracing transcreation.
Sorry to say this, but Para 4 stood out like the proverbial. Woof, woof.
“With the last Census underlining just how diverse we are – 51% of Australians were born overseas, for example – multicultural is now mainstream in this country.”
Well, not quite what the ABS Census says. The 2021 ERP (Estimated Residential Populations) reported that 70.9% of residents were born in Australia (i.e. 29.1% born overseas).
Link … https://www.abs.gov.au/statistics/people/population/australias-population-country-birth/latest-release
The closest I could find to the “51% born overseas” was from this ABS summary … “The 2021 Census found that almost half of Australians have a parent born overseas (48.2 per cent) and the population continues to be drawn from around the globe, with 27.6 per cent reporting a birthplace overseas.
Link … https://www.abs.gov.au/media-centre/media-releases/2021-census-nearly-half-australians-have-parent-born-overseas
The claim should be that about half of the Australian population has at least one parent born overseas – a very different thing.