Permanent Protection Visa (PEV)
Changing CALD community communications
OVERVIEW
In April 2024, ICON was engaged to provide an end-to-end engagement strategy and communications campaign targeting CALD communities living onshore in Australia, with the goal of reducing the number of non-genuine Permanent Protection Visa (PPV) applications.
The campaign, created in 19 languages for 13 key communities, was delivered in close collaboration with multi-cultural engagement partner, Polaron. Success ranged from ambassador support to social media engagement, cultural events and ethnic media.
BACKGROUND
Australia’s asylum system is under immense strain as the number of non-genuine applications received from temporary visa holders has skyrocketed, blowing out visa processing times and creating unfair delays for those in genuine need.
Raising awareness and driving sustained behaviour change around PPV is an urgent need. The Department of Home Affairs appointed ICON to launch a communications campaign in key Australian communities, educating people about Protection visas and the negative consequences of applying with false information.
Fuelling the problem is the use of unregistered migration advisers, and the growing amount of misinformation about Protection visas spreading throughout communities, which could lead to serious consequences for Protection visa applicants and their families.
ICON’s brief was to create a culturally informed, evidence-based program of communication products and CALD engagement activities to help reduce the volume of non-genuine PPV applications.
SOLUTION
Friends and family living in Australia are the biggest source of information when it comes to potential applicants, both onshore and offshore, considering their visa options. Our campaign strategy seeks to harness the power of these communities to stop the spread of misinformation - to change the conversation on PPVs.
Based on lodgement data, we defined 13 key communities and mapped out a strategic communications plan to engage these onshore communities and applicants, increase awareness and understanding of Protection visas, the new processing times, and the risks of illegitimate applications.
ICON’s creative approach was to recreate a community conversation, with the voice of the unaware applicant and the voice of the correct Government information in dialogue.
This was populated throughout a suite of communications products per community, so that each product felt relatable and recognisable, boosting engagement.
Polaron has long-established relationships with community leaders who provide a platform to engage with their communities via the Polaron Multicultural Advisory Panel and national in-house community engagement team.
To speed delivery, we lent into the Panel to validate our project approach, test draft messaging and creative, confirm optimal channels to market for each audience, and source Key Opinion Leaders (KOLs) and program influencers.
RESULTS
- 13 community consultation sessions
- 12 distinct communications products created in 19 languages
- 31 cultural, multicultural, and community events, to inform community members, and encourage information sharing through word of mouth
- Over 150 individuals were consulted to; establish the Working Group, create a project framework focusing on 13 priority communities and 19 languages, and form a team of NAATI-certified language professionals
- Over 100 individuals were engaged in regular outreach, meetings and briefings of community leaders, language professionals, talent, and community activators
- Over 750 media outlets and community organisations were contacted to establish and promote ongoing relationships and to build the community engagement plans
- Over 30 community members were consulted to validate the reach and relevance of the community engagement plans. This included compiling research from various sources such as news, outlets, radio stations, online groups, religious institutions, student associations, community ambassadors and other channels, to ensure a well-rounded and inclusive approach.
SERVICES
- Multicultural engagement strategy
- Campaign concept
- Visual identity
- Communications strategy
- Tone of voice, narrative and messaging
- Copywriting (long and short-form, case studies, collateral, editorial)
- Event planning and management
- Stakeholder engagement
- Social media planning
- Content creation
- Graphic design
- Video creation.
WHO MADE IT
PR & Communications
Content & creative teams
Website services
Account service