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Mythbusting Multicultural Communications

Thursday 30 July 2026 | 2PM AEST

Could some of your biggest campaign risks be hidden in plain sight?

Many organisations are committed to reaching multicultural communities, yet even well-funded, professionally delivered campaigns don’t always achieve the outcomes they hoped for.

Why? Because effective multicultural communication is about much more than translating content.

After working on hundreds of multicultural communication campaigns for government, health and not-for-profit organisations, we’ve noticed the same assumptions appear time and time again. Assumptions about language, creative, community engagement, trust, communication channels and audience behaviour.

Some seem perfectly reasonable. Others can reduce the effectiveness of a campaign without anyone realising.

Join Rachael Adams, Head of Multicultural Communications, and Carolina Silva, Account Director, Communications, as they separate myth from reality, sharing practical lessons from real-world projects and the insights that have helped organisations communicate more effectively with Australia’s diverse communities.

Whether you’re planning a new campaign, developing content or looking to strengthen your organisation’s multicultural communications capability, you’ll leave with practical ideas you can apply immediately.

In this webinar, you’ll learn: 

  • Why translation alone rarely determines whether a multicultural campaign succeeds
  • The common assumptions organisations make about multicultural audiences—and why they don't always hold true
  • How a campaign that performs brilliantly with mainstream audiences can fall flat with multicultural communities and what to do differently
  • How trust, lived experience and communication channels influence whether messages are understood and acted upon
  • Why community insight should shape campaigns from the beginning, not simply validate them at the end
  • Practical ways to strengthen the effectiveness of your next multicultural communications campaign

This event is free to attend. Register today.

Register Today

Our Speakers

Rachael Adams

Rachael Adams

Rachael Adams is Head of Multicultural Communications at Ethnolink, where she leads multicultural strategy, content and campaign development. She brings experience across language services, translation, client education and culturally responsive communications, with a strong focus on helping organisations communicate clearly and effectively with multicultural communities.

Carolina Silva

Carolina Silva

Carolina Silva is Account Director, Communications at Ethnolink, where she supports clients across strategy, stakeholder engagement, media coordination and project delivery. She brings experience across government, community-focused initiatives, digital and traditional media, with a practical, relationship-led approach to delivering thoughtful and culturally aware communications.
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About Ethnolink

Ethnolink is Australia’s largest multicultural communications and engagement agency. We help organisations reach multicultural and First Nations audiences. Our team provides expert research, strategy, creative, translation, media, and engagement services.

We work with over 900 government departments, not-for-profits, and businesses across Australia every year.

Learn a little more about Ethnolink

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