From September 2020 to June 2021, the Federal Department of Health contracted The LOTE Agency to deliver the national multicultural public relations programme for COVID-19 awareness and the vaccine rollout, reaching community groups across 32 languages. This particular contract had dedicated LOTE staff and included critical, time-sensitive production of material and community engagement, including strict media deadlines and specifications.
We based our grassroots strategy on over 22 years of CALD engagement in Australia, extending the mainstream campaign’s reach and improving engagement and organic distribution of critical health messaging. We used rapid desk review and mapping exercises to identify priority language groups and communities. We then engaged communities through grassroots PR, EDMs, social media, CALD community ambassador engagement initiatives to ensure community buy-in and production of in-language material, including videos, social media assets and factsheets.