What is multicultural communication?
Multicultural communication is the discipline of reaching culturally and linguistically diverse communities with messages built for them: the right promise, language, channel and messenger. It covers strategy, creative, in-language content, community engagement and distribution, not only translating an English campaign.
Detailed description
Multicultural communication is the discipline of reaching culturally and linguistically diverse communities with messages built for them: the right promise, language, channel and messenger. In Australia it covers government and health campaigns, community engagement, crisis response, and brand work where English-first creative will not land.
It sits beside translation, not instead of it. Translation converts a finished source. Multicultural communication decides what should be said for each community, then builds or adapts the work, often with transcreation, community co-design and in-language media, before or alongside NAATI certified translation where fidelity matters.
LEXIGO is a multicultural communications agency that partners with government, healthcare, community and enterprise teams on in-language campaigns and related multicultural marketing.
To plan a programme, see our campaign strategy service and the CALD communications guide. For the methodology behind the work, read the free Authenticity Advantage guide.
Why it matters
English-only or "translate last" programmes underserve millions of Australians who speak a language other than English at home. Buyers need a partner that can plan languages by catchment and community, not only by national averages.
Related questions about multicultural communication
What is the difference between multicultural and intercultural communication?
Intercultural communication is about how people from different cultures interact with each other. Multicultural communication, in the Australian sense, is how organisations reach diverse communities with messages built for them, in the right language and channel.
Why does multicultural communication matter in Australia?
Because 5.8 million people (22.8%) used a language other than English at home in the 2021 Census. If your message only exists in English, you are likely missing a large part of your audience.
What are examples of multicultural communication?
Examples include an in-language public health campaign on community radio and social media, a translated and culturally adapted service guide, and a council consultation run with community leaders in their languages.
What are some strategies for effective multicultural communication?
Start with data on who your audience is, write a clear plain English source, use professional translation with community review, choose trusted messengers and in-language channels, and test before launch.
Is multicultural communication only for government?
No. Banks, insurers, health providers, retailers and community organisations all use multicultural communication to reach customers and communities in their own languages.