The annual Australian Multicultural Marketing Awards (AMMA) took place earlier this week.
What was fascinating about it was that most of the winning programs receive so little publicity because they are ‘in language’ (meaning executed in the native language of the target audience) and yet have such an important role to play in social integration.
Most of these programs have an event components attached to them, making this sector – the multicultural marketing sector – one to watch in the coming year.
NRMA was one of the big winners on the night, taking out the Big Business award for its Motoring Value Bundle campaign.
NRMA channel marketing manager Angela Tobin said, “We’re delighted to have won an award at this year’s AMMAs. Due to the success of the campaign, NRMA has increased its capacity and ability to track and analyse multicultural marketing activity and has plans to explore future multicultural marketing engagement with the Chinese and other ethnic markets.”
Cricket Australia took home an award in the Youth category for its A Sport for All resource and training program that educates all levels of Australian cricket about Australia’s diverse society and how to meet its needs.
SBS continued its celebrations of 40 years broadcasting to Australians with an award in the Communication category. The two-phased campaign first marketed everything achieved in the last 40 years and then looked forward 40 years to what SBS Radio and the people of Australia hope to achieve.
2MFM, Muslim Community Radio was the public pick from the 20 finalists in the SBS People’s Choice for its campaign ‘Together Standing Against Extremism and Racism’.
The winners of this year’s AMMAs are as follows:
Big Business: NRMA Motoring and Services – Motor Value Bundle campaign
Small Business: Gould.Sydney – 2015 Project Highlights
Public Sector: Centre for Health Initiatives, University of Wollongong and Multicultural Health Service Illawarra Shoalhaven Local Health District – Cancer Good News Project: Reducing Cancer Stigma in Macedonian and Serbian Communities
Communication: Special Broadcasting Service (SBS) – 40 Years of SBS Radio
Arts and Culture (joint winners): Australian Macedonian Theatre of Sydney – The Fence: Living in Harmony Project and Access Community Services Queensland Ltd: Ethno Roadshow
Communities: Netball Australia: Australia Post One Netball Program
Youth: Cricket Australia – Multicultural Engagement
Education: TAFE NSW Sydney Institute – Going Global
SBS People’s Choice Award: 2MFM, Muslim Community Radio – Together Standing Against Extremism and Racism
The AMMAs are supported by Partners B1 Group, SBS, Village Plaza, Settlement Services International, Sydney Opera House, ACPPRC, Business Risks International, Sofitel Sydney Wentworth.
For further information and nominations please visit AMMA.