Anti-smoking campaign takes out top prize at 24th National Multicultural Marketing Awards

An anti-smoking campaign took home to top prize at the 24th National Multicultural Marketing Awards last night in Sydney.

“This was a thoroughly professional marketing campaign which employed the best techniques to combat a significant health problem in multicultural communities,” says minister for citizenship and communities, Victor Dominello, of the campaign developed by Universal McCann.

“The unfortunate reality is that men in a number of multicultural communities smoke at rates more than three times the national average.

“Its marketing campaigns such as this one that can change people’s behaviour and promote healthier lives,” Dominello says.

The campaign was designed to impact on cultural values important to the Chinese community, including health, family and financial management. Newspaper and magazine advertisements informed readers that 57 packets of cigarettes is equivalent to a return air ticket to China.

Universal McCann took particular care to speak to youth in priority communities by advertising with SBS PopAsia – the largest Asia music program in Australia.

List of winners: 

Category Winners List Technical Award – NSW Police Force for their use of social media in managing the overseas student safety crisis.

Community Award – Italian Social Welfare Organisation, Wollongong for a documentary series about the significance of the Italian backyard- My Backyard, Your Backyard.

Government Award – Multicultural Health Service, Illawarra Shoalhaven Local Health District for a creative campaign to encourage people from certain ethnic backgrounds to embrace organ and tissue donation.

Commercial Small Business Award – Peter Gould Design for establishing itself on the world stage with its creative use of Islamic motifs and Arabic calligraphy.

Export Award – 2M Language Services for producing a series of security training videos in Pidgin English or Tok Pisin – the national language of Papua New Guinea.

Advertising and Communication Award – UM (Universal McCann) for a campaign designed to tackle the dangerous rates of smoking amongst Chinese-speaking men.

Commercial Big Business – Westpac for a campaign to win term deposits from Chinese customers during Lunar New Year.