The pandemic has opened our eyes to the importance of ensuring health and safety messaging is communicated to everyone in our community – no matter if English is their first language. So when WorkSafe approached QMS, Think HQ and CultureVerse about its latest campaign, the team were motivated by the idea of using data to better target Culturally and Linguistically Diverse (CALD) people where they live and work.
As the first step in developing the “Workplace Safety is our Common Language” campaign, Think HQ and CultureVerse conducted extensive research about workplace safety and the attitudes and behaviours of workers from diverse cultural backgrounds. The research indicated a need for tailored workplace safety communications to multicultural communities, including cultural considerations and language targeting, to keep everyone safe.
Think HQ and CultureVerse provided WorkSafe with a recommended strategy and plan including language selection that matched the real needs of CALD communities, and developed an integrated campaign across radio, online, social and QMS’ IMPULSE digital network. As part of this, Think HQ and CultureVerse also delivered the translation capabilities and all in-language creative – across 19 different languages apart from English.
For QMS, with 95% of Melbournians living within a 5km radius of a 7-Eleven, the decision to utilise its IMPULSE full-motion digital network to deliver community reach at scale for WorkSafe was an easy one. Strategically located at the entry point to 7-Eleven stores, IMPULSE gave WorkSafe the platform to reach and engage with a huge variety of audiences in the communities in which they live, in this case, targeting key culturally and linguistically diverse (CALD) audiences across Melbourne.
The campaign aimed to educate and raise awareness of the importance of occupational health and safety among CALD workers, informing CALD workers and employers of CALD workers where they can find in-language information about health and safety at work, and informing CALD workers about where to go should they have an occupational health and safety issue. The campaign was also designed to educate and raise awareness of the vulnerability of CALD workers to employers and to inform and reinforce employer’s responsibilities.
GeoTribes data was used by QMS to define where these audiences over-index to inform panel placement locations. Each panel was given an index score based on its likelihood to impact a certain language. For a location to be selected, it needed to index by at least 200 against the selected language. If an area scored 200, that meant it was two times more likely that people spoke that particular language in that area. For example, Melbourne’s Box Hill suburb indexed to 671 against Chinese languages, meaning it was 6.7 times more likely that someone of Chinese origin would be represented in the area.
With this data and insight behind them, the QMS team were able to schedule WorkSafe’s vital messages into locations that were specific to the languages of the campaign – including Chinese (Cantonese or Mandarin), Arabic, Dari, Vietnamese, Punjab/Hindi/Urdu, Thai, Korean, Italian and Greek.
Communicating through COVID-19
The COVID-19 pandemic has reinforced the need for data and insight based communication strategies that get right to the heart of the communities they are targeting. Since the pandemic hit, for example, Think HQ and CultureVerse have delivered translated information and creative materials in 58 languages for the Victorian Government.
“Throughout this period, we have seen a broader understanding and inclusivity of previously unconsidered audiences, which has enabled Think HQ to deliver diverse audience strategy, creative and translation services to more clients,” said Kate McGregor, group account director, Think HQ.
“QMS’ digital IMPULSE network allowed us to deliver our valuable translated safety messages to the key target audiences within their local communities.”
McGregor added: “The ability to geographically target translated campaign materials to better suit the demographics of our multicultural state helps to ensure we reach everyone. The way we communicate not only opens up untapped markets for our campaigns, but it’s also the right thing to do.”
Andrew Robertson, general manager, IMPULSE at QMS, added: “It’s about having a deeper understanding of the environments and capabilities of the networks in which you’re placing your messaging.
“In aligning conversations earlier and through collaboration with creatives, the media agency and client, we are able to work towards a smarter and more relevant solution that delivers real impact and drives results.”
Robertson continued: “WorkSafe came to us with an idea and through the flexibility, data and creative opportunities of our network we were able to help shape how we could execute their strategy with scale and relevance throughout Melbourne.”