Vaccine uptake across culturally and linguistically diverse communities in Australia remained stubbornly low — not because people didn't care, but because standard public health messaging wasn't reaching them in ways that felt relevant, trusted, or culturally meaningful.
The Department of Health and Aged Care recognised that addressing this gap required more than translation. They needed a partner who could genuinely connect with these communities, understand the attitudes and concerns driving hesitancy within each group, and build a campaign that people would actually engage with and share.
The campaign produced over 1,200 assets across 12 languages, reaching more than 800,000 people digitally and a further 200,000 through earned media. Digital engagement averaged 56%, with some language groups exceeding 90% — figures that are exceptional by any campaign benchmark.
A network of 95 community members — including translators, healthcare professionals, and local influencers — helped carry campaign messages into their communities with authenticity and credibility.
One of the most effective innovations was a simple QR code system that gave people instant access to in-language health resources. Recognising that healthcare conversations often happen in intercultural settings — between a carer and patient, or a parent and child — the system allowed both parties to view the same content in their own language, sparking informed dialogue and decision-making.
The campaign was recognised as a finalist for Agency Campaign of the Year at the NSW Premier's Multicultural Communication Awards, and established new benchmarks for how government health initiatives can reach and engage diverse communities through culturally-informed, community-led communication.
LEXIGO designed and delivered an end-to-end multicultural campaign using our Think–Design–Go framework.
We started with deep qualitative and quantitative research into each target language group, uncovering the specific attitudes, concerns, and cultural dynamics shaping health decisions within each community. Those insights drove everything that followed — from message development and creative direction to channel strategy and distribution.
Content wasn't simply translated. It was co-created through workshops with community leaders and members, ensuring every message reflected genuine community voices and sentiment rather than top-down government messaging.
Implementation was equally collaborative. LEXIGO's team worked alongside community organisations and trusted local figures to roll out the campaign through the channels each community actually uses — WhatsApp, Viber, Telegram, Facebook, and in-person community events.