Department of Justice and Community Safety Victoria: Fire Safety Creative Campaign.

Challenge

The Department of Justice and Community Safety (DJCS) is responsible for managing the annual Victorian Fire Season Campaign in partnership with emergency services. DJCS was seeking to develop purpose-built assets to better engage with multicultural Victorians on the risk of bush and grassfires and how to prepare for them. DJCS engaged LOTE to carry out research to identify the culturally and linguistically diverse (CALD) communities most at risk during fire season, and how best to communicate their safety messages. Based on this research, LOTE then developed and delivered a large suite of in-language material including animations, videos and social media assets to ensure critical fire safety messages reached their audiences.

Solution

Having identified the most at-risk communities and language groups (12 languages), LOTE worked with its cultural and marketing experts, and translators, to deliver a large suite of in-language material including animations, videos and social media assets to ensure critical fire safety messages reached their audiences. Our process ensured that these assets are not only linguistically accurate but also culturally appropriate, and the creative resonated with its audience.

Impact

This project involved potentially life-saving research relating to Victoria's CALD communities and highlighted the importance of not taking a one-size-fits-all approach to communication. The research showed that CALD communities were at considerable risk from fire based on their current knowledge level. These insights provided by this research informed the DJCS fire safety campaign and can be drawn upon in the future, to protect all Victorians from the dangers of wildfires.

Demonstrates experience in:

• Concept testing of creative with target language focus groups

• Animation video production in-language

• Translation of landing pages and chatbot responses

• Social media assets creation in-language