New campaign from NAATI and SBS CulturalConnect highlights how we all deserve to be understood'
17 March, 2026
Media releases
A new TV campaign by NAATI, the National Accreditation Authority for Translators and Interpreters, is seeking to champion the power of being understood in a new brand campaign, We All Deserve to Be Understood .
The campaign (click here to access the TVC) was developed in partnership with SBS CulturalConnect and SBS In Language Services to help reposition NAATI certification from purely an administrative credential into something far more human a safeguard for life's most critical conversations.
The new ad highlights the important everyday conversations where NAATI representatives are often involved from hospital consultations to classrooms and community services. The work brings emotional weight to moments where accuracy, confidentiality and professionalism are non-negotiable.
Built in close collaboration, SBS CulturalConnect and the SBS In-Language team led the end-to-end strategy, creative and production - embedding language selection, audience targeting and cultural nuance into the idea from day one. The result is a campaign engineered to reach communities who speak limited or no English, alongside carers and frontline professionals, in the environments they trust.
Lee Yacoumis, Strategic Engagement Manager at NAATI, said the campaign reflects a stronger focus on the public value of certification.
This campaign is about strengthening awareness of why NAATI-certified interpreters are an essential part of the healthcare team, not optional. We wanted to ensure organisations and individuals actively seek certified practitioners in high-stakes situations, said Yacoumis.
This campaign marks a turning point in how we articulate the purpose and public value of NAATI certification.
Delivered across 12 languages, the campaign runs across SBS television, radio and digital, supported by a targeted out-of-home rollout and dedicated community resources on NAATI's website.
By developing the strategy, creative and media together, we delivered a campaign that was both beautifully executed and reached the audiences it was designed for. For diverse communities, cultural nuance isn't an add-on - it's where effective communication begins, said Nadia Bekarian, National Manager SBS In Language Services.
The campaign demonstrates how culturally intelligent strategy and fully integrated media can move beyond awareness to drive meaningful public impact in multicultural Australia.
Commenting on the strategy underlying the campaign Angus Gordon Head of Creative at SBS CulturalConnect said: We avoided dramatics and instead focused on quiet, authentic moments that will resonate with the target audiences. When the work feels honest, the message lands with far more power.
Campaign Credits
Client: NAATI
Strategic Engagement Manager: Lee Yacoumis
Marketing and Communications Officer: Trang Do
Digital Communications Officer: Martha Arifin
Creative & Production Company: CulturalConnect, SBS Media
Writer: Angus Gordon
Director: Angus Gordon
Director of Photography: Gregoire Liere
Executive Producer: Natalie Herenda
Producer: Clancy Hiscox
Line Producer: Rachel Lane
Editor: Desmond Hoo
Art Director: Emily Fernandez
Audio Production & Music Supervision: Mighty Sound
Note to Editors to download or embed the ad please click here.
For a pdf of this media release, click here.
More from SBS Broadcast
04/08/2026
SBS helps Australians understand why every Census counts
Media releases
As Australia prepares for the 2026 Census on Tuesday 11 August, SBS is helping ensur...
30/07/2026
Premiere date revealed for SBS Original drama The Airport Chaplain, starring Hug...
29/07/2026
SBS Appoints Chief Commercial Officer and Director of Marketing and Audiences
29 July, 2026
Media releases
SBS is pleased to announce the appointment of Ni...
23/07/2026
NITV launches new By Mob For Mob series in partnership with NRMA Insurance
23 July, 2026
Media releases
National Indigenous Television (NITV) has launched ...
21/07/2026
SBS scores biggest ever FIFA World Cup Reach as Spain triumph in the final
21 July, 2026
Media releases
Spain v Argentina attracted a Total TV reach of al...
17/07/2026
Legendary presenter Anton Enus to sign off from SBS World News after 27 years wi...
17/07/2026
Millions rise before dawn to watch FIFA World Cup 2026 semi-finals on SBS
17 July, 2026
Media releases
England v Argentina attracted a Total TV reach of a...
16/07/2026
NITV and SBS bring Australians to the heart of Garma
16 July, 2026
Media releases
The Garma Festival returns from 31 July-3 August, with NITV and SBS deliv...
13/07/2026
Millions tuned in for quarter-finals of the FIFA World Cup 2026 on SBS
13 July, 2026
Media releases
Norway v England attracted a Total TV reach of 3.7 mil...
09/07/2026
SBS statement Royal Commission on Antisemitism and Social Cohesion
9 July, 2026
Media releases
SBS acknowledges the gravity of the matters before the Roy...
08/07/2026
Well over half of Australia have tuned in to watch the FIFA World Cup on SBS
7 July, 2026
Media releases
Australia's Round of 32 match against Egypt a...
08/07/2026
SBS and Koorie Heritage Trust announce three-year partnership to celebrate First...
03/07/2026
Caden Pearson appointed new Commissioning Editor for NITV
3 July, 2026
Media releases
National Indigenous Television (NITV) has strengthened its commitment...
30/06/2026
Statement regarding GetUp Save Our SBS' campaign
30 June, 2026
Media releases
The GetUp Save Our SBS' campaign is an independent initiative. SBS ...
27/06/2026
A record 4.84 million Australians choose SBS as the Socceroos advance at FIFA Wo...
25/06/2026
The Name You Know, The Lineup You'll Love - SBS2 Returns
25 June, 2026
Media releases
SBS Viceland rebrands as SBS2 on Friday 21 August, bringing the c...
22/06/2026
FIFA World Cup 2026 fever grows, as more than one third of Australians tune in ...
16/06/2026
Australians place growing trust in SBS News
16 June, 2026
Media releases
SBS has been recognised as one of Australia's most trusted news providers, ran...
15/06/2026
4.78M AUSSIES TUNE IN FOR SOCCEROOS WIN OVER T RK YE ON SBS
15 June, 2026
Media releases
Match had a Total TV average audience of 3.035 million, with over ...
15/06/2026
SBS Head of Commissioning John Godfrey to depart after 18 years
15 June, 2026
Media releases
SBS Head of Commissioning John Godfrey will depart the broadca...
10/06/2026
Alone Australia Season 4: Meet the Cast
10 June, 2026
Media releases
WATCH THE TRAILER
Smash-hit survival series Alone Australia drops its highly anticipa...
10/06/2026
DEADLY THEN, DEADLY NOW, DEADLY ALWAYS: SBS & NITV IGNITE NAIDOC WEEK 2026 WITH ...
04/06/2026
Is Your Job Making You Work this June?
4 June, 2026
Media releases
SBS Launches the World Cup Watchers' Rights Association to Stand Up For Australians&...
04/06/2026
Statement regarding unauthorised use of SBS logos on third party social content
4 June, 2026
Media releases
SBS has become aware of social media posts in c...
03/06/2026
Clarification: SBS's position on definitions of antisemitism
3 June, 2026
Media releases
Statement by Mandi Wicks, SBS Director of News and Current Aff...
01/06/2026
SBS confirms its broadcast sponsors for FIFA World Cup 2026
1 June, 2026
Media releases
SBS has secured Hyundai, Hisense, Macca's, Rexona, bet365, Com...
28/05/2026
Get fit for the FIFA World Cup 2026 with new SBS On Demand features for the ult...
25/05/2026
SBS announces exclusive TV broadcast schedule for FIFA World Cup 2026
21 May, 2026
Media releases
Luke Wilkshire, Tommy Oar, Andrew Redmayne, Sarah Walsh ...
22/05/2026
Statement regarding 2026 National NAIDOC Lifetime Achievement Award for the late...
20/05/2026
From Gulkula to the nation: Yothu Yindi Foundation and NITV deepen national acce...
20/05/2026
SBS appoints David Fernandez as National Manager, Digital & TV Sales
20 May, 2026
Media releases
SBS has appointed David Fernandez as National Manager, Dig...
18/05/2026
Delta Goodrem shines for SBS as more than 3.27 million Australians tune in for E...
17/05/2026
Delta Goodrem's Eurovision Eclipse marks end of a stellar run
17 May, 2026
Media releases
Bulgaria wins Eurovision 2026
Relive every spellbinding mome...
15/05/2026
Joint Statement: News Bargaining Incentive
28 April, 2026
Media releases
The vibrancy of Australian democracy relies on the robust and open exchange of new...
15/05/2026
Call it Deltavision, Australia's through to the Grand Final of this year'...
14/05/2026
SBS Board appoints Jane Palfreyman Managing Director
13 May, 2026
Media releases
The Special Broadcasting Service (SBS) Board of Directors is pleased to an...
14/05/2026
Transforming bold ideas into market-ready productions: Digital Originals returns
14 May, 2026
Media releases
SBS, NITV and Screen Australia have announced ...
14/05/2026
Australia Uncovered Returns to SBS with Bold New Season Featuring John Safran on...
12/05/2026
One month to go! SBS reveals expansive FIFA World Cup 2026 lineup beyond the pi...
11/05/2026
You're not meant to look at an Eclipse, but you won't be able to take yo...
30/04/2026
SBS & NITV LEAD NATIONAL RECONCILIATION WEEK 2026 WITH LANDMARK GULPILIL DOCUMEN...
29/04/2026
Surgeon Dr Jasmina Kevric wins 2026 Les Murray Award
29 April, 2026
Media releases
Australia for UNHCR and SBS are proud to announce that Dr Jasmina Kevric...
22/04/2026
SBS names shortlisted brands for 2026 SBS Media Sustainability Challenge
22 April, 2026
Media releases
National broadcaster also releases its second annual...
16/04/2026
SBS reveals all-star alumni team to celebrate 70 years of the Eurovision Song Co...
02/04/2026
SBS Welcomes Back Cup Fever! For The Biggest FIFA World Cup Ever
2 April, 2026
Media releases
Santo Cilauro, Ed Kavalee and a host of special guests retur...
02/04/2026
Truth. Power. Perspective: NITV's Flagship Current Affairs Programs Return t...
27/03/2026
NITV to broadcast farewell to Rhoda Roberts AO with special coverage and week-lo...
21/03/2026
New campaign from NAATI and SBS CulturalConnect highlights how we all deserve t...
New campaign from NAATI and SBS CulturalConnect highlights how we all deserve to be understood' 
