Case Study

Department of Health Strengthens Immunity in Community


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Department of Health and Aged Care


The Department of Health and Aged Care is committed to promoting, protecting, and enhancing the health and well-being of all Australians. The department oversees a broad range of health and aged care services and initiatives at the national level, aiming to achieve better health and well-being for all Australians.


Canberra, Australia

  • NX: strategic communication planning
  • Communicate: community-driven content creation
  • Engage: multilingual and multicultural engagement


The Department of Health and Aged Care, recognising the challenge of low vaccine uptake among traditionally hard-to-reach communities, initiated an innovative campaign to enhance health communication and community engagement. Collaborating closely with LEXIGO and grassroots organisations, the goal was to develop content that not only communicated effectively across language barriers but also resonated culturally and encouraged dialogue between these communities and the Department.

A Groundbreaking Initiative to Boost Vaccine Uptake Among CALD Communities


At the forefront of this initiative was the Department’s commitment to understanding and engaging with diverse community dynamics. LEXIGO’s role was to facilitate this engagement through its Think-Design-Go Framework:

Think: In-depth research and data analysis identified unique insights into each target language group, forming the basis for all strategic and creative decisions.

Design: Insights from the Think phase informed the development of tailored messages and a robust channel distribution strategy, refined through co-creation workshops with community leaders.

Go: The implementation phase saw active collaboration between LEXIGO’s team, community organisations, and influencers to disseminate the campaign effectively.

Effective public health communication requires not only clear and accurate information but also cultural and linguistic inclusivity, especially when addressing diverse communities.


The Department’s proactive approach and LEXIGO’s strategic execution delivered significant impacts:

Extensive Reach and Engagement: Utilising platforms like WhatsApp, Viber, Telegram, Facebook, and direct community events, the campaign engaged over 800,000 individuals, achieving an impressive digital engagement rate of over 56%.
Community Empowerment: The initiative not only informed but also empowered communities, fostering a sense of ownership and participation in public health efforts.
Benchmark for Success: This campaign set a new standard for how public health initiatives can effectively reach and resonate with multicultural audiences, demonstrating the power of culturally nuanced communication.

Through this partnership, the Department of Health and Aged Care illustrated its dedication to inclusive and effective public health strategies, with LEXIGO playing a crucial role in bridging communication gaps and strengthening community immunity.

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