What has happened?
As our population grows so does the need for language-specific communications, to enable marketers to appropriately engage with specific audiences. Following 25% growth in the number of Australians who speak a language other than English identified in the last Census, SBS has launched SBS Cultural Connect, a collection of distinctive services designed to help marketers better understand and reach Australia’s increasingly diverse population.
SBS is one of the world’s most linguistically diverse broadcasters, providing services in 68 languages and is well-placed to give brands the platform and expertise they need to create a real connection with culturally and socially diverse audiences around the country.
Cultural Connect can help brands engage with hard-to-reach audiences, through research, data and insights into Australia’s diverse communities. It also can strategically support clients in creating meaningful and culturally appropriate content.
The Media Store Take
Brands realistically can’t adopt a ‘one size fits all’ approach to our linguistically diverse population. Trusted and relevant partners can play a crucial role in delivering content in environments which cut through the noise and provide a better platform for a conversation between a brand and their particular audience. The SBS streamlined service offering is timely, given the increasing importance for brands to be culturally aware.