Multicultural Australia

Be Heard Campaign
Sabio Casestudy Images Mabeheard Header

The issue

Australia’s racial vilification laws haven’t changed in 30 years prompting a parliamentary Inquiry into Hate Crime and Serious Vilification.

The clever idea

Ensure the voices of all Australians are heard. We launched ‘Be Heard’ a powerful, multifaceted campaign executed through earned media, paid social, brand experience, content creation and stakeholder engagement. Be Heard encouraged Australians of diverse backgrounds to use their voice, share their experiences with racial vilification and influence the Inquiry and ultimately create a safer Australia for all.

The results

Group 180

Conceived, designed and activated 22 Safe Spaces across Queensland to enable in-person testimonials to be captured via video

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Designed and developed community engagement resources in various languages including campaign video, social assets, FAQs, promotional flyers and participant forms

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Championed the voices of seven ambassadors from the Sikh, African, Islamic, Chinese and Jewish communities inspiring others to share their own stories

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Facilitated the delivery of 43 community submissions to inform the Queensland Parliamentary Inquiry

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33M+ people reached through earned media coverage across national, metro and local press targets

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44k+ people reached through paid social campaign

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