What made our world turn in 2011

“Kung Hei Fat Choi!”
These were the first words the Multicall team greeted each other with when we returned to work in January 2011. Just when all the Festive Season celebrations seemed to have died down, Chinese New Year was upon us and we couldn’t think of a better way to start the working year! Many Multicall clients and partners participated in the nationwide CNY festivities, building crucial relationships with this rapidly growing audience.

Recognition of Economic & Social benefits of diversity
Anticipation and excitement buzzed through the Multicall offices when the Federal government released Australia’s Multicultural Policy in February 2011. This excerpt from Chris Bowen, Minister for Immigration and Citizenship, says it all:

“The policy addresses the importance of the economic and social benefits of diversity, as well as our need to balance the rights and obligations of all who live here.

We know that the face of Australia has been transformed and continues to change in dynamic ways – in how we see ourselves, our neighbours and the world around us. This new policy will ensure we remain responsive to these changes – and the challenges that arise from them in our increasingly globalised world.”

Census 2011 to map Multicultural Australia
Indeed, the size of Australia’s growing multicultural society will be better understood when the  2011 Census data is released in June 2012. Multicall’s work on the 2011 Census campaign alongside the Australian Bureau of Statistics saw a truly comprehensive and inclusive 360 degree campaign that resulted in a significant increase in awareness of the Census and its purpose, particularly across  those communities that were traditionally undercounted.

Ethnic Business Awards: A testament and celebration of Australian Diversity
We witnessed the Ethnic Business Awards stride into its 23rd year of celebrating the contribution that multicultural Australians have made to the business landscape. Held at the Four Seasons Hotel in Sydney, the EBAs introduced us to some inspirational people, many who set foot on this great land of ours with nothing more than a dream, and have gone on to accomplish entrepreneurial feats that are nothing short of remarkable. Particular congratulations must go to the three category winners: Complete Workwear Services won the Indigenous Business category, the Small Business category went to MicroPace, and Living Gems took out the Medium-Large category with their retirement resorts. We encourage you to check out the Ethnic Business Awards website, which showcases all the Winners and Finalists. 

The sweet success of winning
Finally, the year ended with two of the best awards going to Multicall. The Gold Effie for HSBC’s Chinese New Year 2011 campaign. The campaign achieved outstanding results in the Chinese market and was awarded the first ever Gold Effie in the Multicultural Category since the inception of the awards. The Multicultural Marketing award for big business was presented to HSBC at the Community Relations Commission Awards night.

2011 has been an action filled year here at Multicall, and we are looking forward to a knockout 2012!
From our family to yours, Happy Chinese New Year!

by Georgina Lionatos

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