Australian Sports Commision: Multicultural Engagement Action Plan.

Background

The Australian Sports Commission (ASC) partnered with The LOTE Agency to enhance their engagement with Culturally and Linguistically Diverse (CALD) communities. Recognising the pivotal role sport plays in fostering social cohesion, this partnership aimed to ensure that CALD communities felt represented, engaged, and included in Australian sporting initiatives. This project sought to understand barriers to participation, co-design inclusive strategies, and deliver impactful campaigns that resonate with diverse audiences nation-wide.

Our services

• Community Consultations: Conducted workshops and focus groups

with CALD community leaders to co-design culturally appropriate strategies.

• Tailored Communication Materials: Developed multilingual

campaign assets in languages spoken by CALD communities to ensure accessibility and inclusivity.

• Partnerships: Collaborated with multicultural organisations,

local councils, and advocacy groups to amplify the campaign's reach.

• Grassroots Engagement: Utilised ethnic media and local community

networks to disseminate key messages and promote participation.

• Digital Outreach: Leveraged social media platforms and digital

campaigns to engage younger audiences within CALD communities.

Impact

The ASC's collaboration with The LOTE Agency created a comprehensive engagement framework to improve CALD representation and inclusion in Australian sports. Key outcomes include:

• Co-designing with over 15 CALD communities to create meaningful,

culturally tailored strategies that address barriers to participation.

• Consulting internal ASC stakeholders to establish a foundational

engagement strategy that integrates multicultural inclusion across the organisation.

• Producing multilingual resources in 10 languages, including

brochures, videos, and infographics, to improve accessibility and representation.

• Partnering with over 25 multicultural organisations and councils to

support ASC's community outreach efforts.

• Delivering actionable recommendations for grassroots engagement

tactics, empowering ASC to build long-term connections with CALD communities.

Demonstrated experience

Cultural Research and Insights:** Providing actionable data to inform policy and engagement strategies.

Co-Design and Collaboration:** Partnering with community leaders to create culturally appropriate engagement approaches.

Multilingual Communications**: Translating and tailoring campaign assets for diverse linguistic audiences.

Stakeholder Engagement:** Building trust and long-term partnerships with community representatives.

Conclusion

The LOTE Agency's collaboration with the Australian Sports Commission demonstrates the importance of co-design and culturally tailored strategies in bridging gaps and creating meaningful connections between CALD communities and Australian sports initiatives. By fostering trust, inclusivity, and collaboration, this partnership has set the foundation for a more diverse and equitable sporting future in Australia.