Marketing – Government

The Line – Promoting Respectful Relationships – Social Marketing Campaign
The Line is a four year $17 million Australian Government campaign that seeks to change the attitudes and behaviours which support relationship violence. The campaign includes a significant CALD component targeting young people 12- 20 years and their influencers in 15 priority communities. Mainstream advertising materials have been adapted for CALD audiences and placed in ethnic press, radio and appropriate online sites. An innovative public relations strategy with a heavy digital focus is being implemented and includes a fleet of support materials ranging from a Hip Hop Dance CD “Liner notes” complied by DJs with CALD backgrounds to brochures for CALD parents and promotional postcards.

Paid Parental Leave – Social Marketing Campaign
CPA was commissioned by FaHCSIA to build awareness about the Australian Government’s new Paid Parental Leave Scheme, benefits, rights, responsibilities and eligibility. Targeting eligible parents and employers, this four-phased campaign integrates specialist Indigenous and NESB audiences. Mainstream media and collateral materials were adapted for cultural appropriateness for the 15 NESB target community groups, 8 employer language groups, and Indigenous communities. In addition to a media campaign, Indigenous and NESB intermediaries and selected media were approached to support the campaign with additional editorial and features, and dissemination of information through their community networks.

Family Law Reform – community education campaign
CPA was appointed by the Department of Families, Housing, Community Services and Indigenous Affairs (FAHCSIA) and the Attorney General’s Department to develop and implement the NESB component of this national community education campaign. The campaign specifically informed parents seeking to separate of the changes to the law and the range of service options available to help them as part of the government’s initiative.

Undertaken in 16 languages, CPA’s role included the development of NESB community profiles; multi-language radio and press advertising; production of 165 unique in-language fact sheets assembled in over 22,500 information kits; and local promotion of new established Family Resource Centres and associated services.

CPA managed to ramp up awareness, knowledge and understanding of changes to the family system among identified NESB audiences.

Census of Population and Housing 2006
CPA was appointed by the Australian Bureau of Statistics (ABS) to develop and roll out the 2006 Census National Indigenous Communication Strategy.

A key element of the strategy was to inform Aboriginal and Torres Strait Islander communities of the benefit of an accurate Indigenous count to future planning and funding decisions.

As part of the communication objectives, CPA developed a comprehensive and cost effective national Indigenous communication strategy to raise awareness of Census Day amongst all Indigenous people, encourage full and active participation by Indigenous people and inform Indigenous communities of the operational aspects of the Census relevant to their location.

CPA helped to ensure that Census 2006 was the most accurate and inclusive count of Indigenous peoples to date.

Aboriginal Screening – communication development
CPA undertook the creation of education materials on the highly sensitive issue of breast and cervical screening among Aboriginal women on behalf of the Cancer Institute New South Wales (CINSW). The work was created in partnership with renowned Aboriginal artist Bronwyn Bancroft. Posters and flyers were distributed to health services and screening centres throughout NSW.