DFAT’s (Department of Foreign Affairs and Trade) Smartraveller campaign encouraged travellers to visit Smartraveller, a tool to help Australians have greater self-reliance and personal responsibility when travelling overseas.
Etcom was engaged by DFAT to tailor the campaign to make it more relevant to CALD communities. Etcom worked with #ogilvychange on behaviour strategy, worked with Arnold Furnace to develop creative materials, provided media selection feedback to Dentsu Mitchell, produced in-language material, translated search terms and developed content for the in-language page.
Date November 2015
Media Print, digital, radio, search, in-language page, publicity, activations social media
Communities/Languages Indian, Filipino, Traditional Chinese, Simplified Chinese, Arabic, Vietnamese, Indonesian, Thai