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CALD Talks episode 6 “Engaging Multicultural Audiences through Language and Translation” is here!

The final episode examines how brands can enhance effectiveness and foster inclusivity by cultivating linguistic sensitivity. We finally explore the practical steps involved in positioning a multicultural approach to marketing and communications as a strategic investment and a driver for business success.

This episodes features:

  • Leisa Bacon, Director of Audiences, ABC Christina Smart, Head of Data Innovation & Audience Insight, JCDecaux
  • Tea Dietterich, Founder and CEO, 2M Language Services
  • Reg Raghavan, CEO, CulturalPulse
  • Nadia Cameron, CALD Talks Host

“I know we do a lot of work in emergency broadcasting. This is when a message can actually save someone’s life. So you want them to actually understand and get it. It’s really important that we do that in appropriate languages. So we will always look at the cultural background of the areas we’re running emergency broadcasting campaigns, to make sure people can actually understand the really important messaging if there’s a flood or there’s a fire. So there’s a pragmatic aspect, it can save someone’s life. But there’s also an inclusive aspect as a brand that you actually want to acknowledge that Australia is a diverse country, and your brand is actually looking to speak to that diverse group.” – Leisa Bacon, Director of Audiences, ABC

Listen to the full episode 6 here:

 

CALD Talks Podcast Series Overview

CALD Talks is a new podcast series produced by CulturalPulse. In this series, we embark on a journey into the world of marketing leaders who are forging new paths by embracing inclusivity through a cultural lens.

Our mission? To delve deep into the realm of Australia’s culturally and linguistically diverse (CALD) consumers, unravelling the growth potential they hold. We’re on a mission to empower marketing teams with actionable insights. We’re equipping marketers to not only reach but genuinely connect with Australia’s diverse population.

Across the six episodes, we challenge current marketing thinking and lift the lid on Australia’s modern multicultural make-up, debunking the persistent myths that have hindered marketers from effectively connecting with multicultural audiences. We are here to explore the internal and external habits, behaviours, and strategic inhibitors that are stopping brands from tapping into the growth of multicultural markets. We also investigate practical ways marketing teams can better harness the tools of their trade, from word-of-mouth to media planning, data and insights, campaigns, communications and creative, to not just reach but connect successfully with Australia’s dynamically diverse population.