Australia’s never been more diverse, so how do you target multicultural audiences?

What constitutes a typical Australian? Truth is, it’s become almost impossible to answer as the country has transformed into one of the most diverse and multicultural in the world. Today, nearly half of all Aussies (49%) were either born overseas or have at least one parent who was.

More surprisingly, perhaps, one in three Sydneysiders speak a language other than English at home. All of which poses a dilemma for marketers who want to successfully communicate to groups they may not be familiar with, but who live in the country in huge numbers.

Last month, the 28th annual Australian Multicultural Marketing Awards, handed out by the NSW government, celebrated the creatives who did this well. Here, four of the winners give their top tips.

Don’t be afraid to challenge perceptions

KWP! For Surf Life Saving Australia – The Sport Award