SBS Audio marketing campaign tells the stories of new Australians, with multilingual content offerings to assist migrants

15/05/2024

SBS Audio marketing campaign tells the stories of new Australians, with multilingual content offerings to assist migrants

15 May, 2024

Media releases

SBS Audio has launched a new marketing campaign for its Australia Explained service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion.

SBS's flagship service for new migrants, Australia Explained,has launched a multi-platform marketing campaign that reaches into the heart of the migrant experience and reflects the many faces of contemporary Australia, as net migration soars to its highest ever level of 548,800 people*.

View 3 minute hero film here

View 30 second individual stories here

SBS's Australia Explained campaign features real stories from real people. The creative empowers and celebrates diverse migrant and refugee experiences - from mental health and language barriers to raising bilingual kids and job hunting - which collectively contribute to contemporary Australia today, said Jane Palfreyman, SBS Chief Marketing and Commercial Officer. We want audiences to form a human connection with these stories, and whenever they think of new migrants or multicultural communities to think of SBS and our services.

Australia Explained is SBS's free multilingual service published weekly in over 30 languages with practical information and resources to help new migrants successfully settle and live well in Australia. Available as articles, podcasts and videos, topics include employment, housing, health, education, emergency essentials, and more.

The campaign was filmed in English and other languages with sub-titles for use across owned and paid platforms. It features a 30 hero film for paid social (view), as well as 30 packages showcasing individual stories about the nuances of starting life in Australia (view), including:

Ahmadullah Fazli, a promising young cricketer who fled Afghanistan in 2021 and is currently pursuing his dreams as a player for Charlestown District Cricket Club;

Ariel Xue, an occupational therapist turned entrepreneur from China with a passion for migrant visibility in leadership and innovation;

Hanish Chopra, a young man from India who talks about mental health for new migrants;

Claire Lee, who arrived as a working holidaymaker from South Korea and shares her experiences on language barriers and profound reflections on her journey;

Barry Duremdes, a Filipino father of two with a successful career in Australia who also creates content to help other Filipino migrants.

SBS is committed to helping everyone feel welcome, connected and part of society, no matter where you come from or what language you speak. Australia Explained bridges the cultural gap for recently arrived migrants - or new locals - by providing practical and engaging information in more than 30 languages to help everyone fully participate in society and feel they belong, said Pamela Cook, Acting Director of SBS Audio.

Every month, Australia Explained receives 100,000 audio plays and 66,000 page views, with its multilingual videos in 2024 already receiving 1 million plays on social media. Aimed at educating and enriching, top content includes explainers on the Voice Referendum, Australia's inheritance laws, tipping culture, and preparing for the Australian Citizenship test.

Additionally, Australia Explained runs monthly content giving new migrants the opportunity to understand and engage with First Nations perspectives, cultures and histories, translated into over 60 languages here.

Free companion service SBS Learn English helps adults wanting to improve their English, developed in partnership with teaching experts and comprised of online videos with subtitles in over 18 languages, worksheets and fortnightly podcasts. Its recent Australian Citizenship four-part video series, which explains important vocabulary and simplifies complex concepts to assist those applying for Australian citizenship, has received 62,645 views.

Connect with Australia Explained at sbs.com.au/AustraliaExplained. Visit Learn English at sbs.com.au/LearnEnglish.

All SBS Audio content is delivered via its website and app which can be downloaded via the App Store for iOS and Google Play for Android. Selected SBS Audio content is also available wherever audiences consume podcasts and radio streams, including Apple Podcasts, LiSTNR, Spotify and TuneIn.

* https://www.abs.gov.au/statistics/people/population/national-state-and-territory-population/latest-release

For a pdf copy of this release, click here.

LINK:	https://www.sbs.com.au/aboutus/2024/05/15/sbs-audio-marketing-campaign...
	See more stories from sbs

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 2026

January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026 Throughout the week, Dolby brings to life the latest innovatio...

02/05/2026

Dalet Flex LTS Delivers Smarter Search, Faster Editing, and an AI-Ready Foundation for Modern Media

Dalet, a leading technology and service provider for media-rich organizations, t...

01/05/2026

NBCUniversal's Peacock to Be First Streamer to Integrate Dolby's Full Suite of Premium Picture and Sound Innovations

January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...

01/04/2026

DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION

January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION Douyin Users Can Now Create And Share Videos With Stun...

18/03/2026

LCTWS 2026

London Calling - When The Industry Convened to Help Streaming Find its MoJo In this blog, Laura Rognoni reflects on key discussions from the Connected TV World...

18/03/2026

SMPTE Unveils 2026 NAB Show Educational Presentations

SMPTE Unveils 2026 NAB Show Educational Presentations Brie Clayton March 18, 2026 0 Comments SMPTE , the home of media professionals, technologists, a...

18/03/2026

Auditel Ad Campaign Shot on Blackmagic PYXIS 12K

Auditel Ad Campaign Shot on Blackmagic PYXIS 12K Brie Clayton March 18, 2026 0 Comments LED wall virtual production blends 12K open gate acquisition w...

18/03/2026