CulturalPulse wins Marketing Campaign of the Year at NSW Gov’s Premier’s Harmony Dinner

Independent marketing and media agency CulturalPulse has won Marketing Campaign of the Year at the NSW Government’s Premier’s Harmony Dinner, marking its second consecutive year taking out the top honour.

The award recognises the agency’s work on SendMoneyPacific, a behaviour-change campaign addressing the high cost of remittances, where some Pacific communities can lose up to 20 percent through transfer fees and exchange rates.

To tackle this, CulturalPulse developed a culturally-led education campaign that reached millions and shifted behaviour at scale. Campaign content was viewed more than 16 million times and almost 70 percent of people compared providers post-campaign, up from fewer than half prior.

Says Reg Raghavan, CEO of CulturalPulse: “We’re incredibly honoured to receive this award two years in a row. I’m really proud of the team behind this work, because driving real behaviour change en masse isn’t easy. We know our approach to engaging with multicultural communities works, and seeing that translate into real outcomes is what makes this so meaningful.”

Delivered in partnership with the Australian and New Zealand governments and co-developed with community leaders, the campaign combined multilingual storytelling, culturally intelligent strategy and trusted community channels including Pasifika media, faith groups and sports networks to drive measurable impact across nine Pacific languages.

It was supported by a purpose-built community activation platform reaching more than 100,000 people on social media and a multilingual app with over 10,000 users, with content amplified across Australia and the Pacific. One core educational story alone generated more than 10 million views.

The award was presented at the NSW Premier’s Harmony Dinner, attended by more than 1,600 leaders across government, business and community sectors and hosted by Chris Minns and Steve Kamper.

The result reflects a broader shift in how organisations need to engage multicultural audiences, which remain a key part of the population yet are often not fully understood or meaningfully engaged with.

Adds Raghavan: “Multicultural audiences are a powerful part of today’s Australia, but they’re not something you can simply ‘reach’. Trust is earned through genuine understanding and working with communities in the right way. Campaigns like this show that when you get that right, you can drive meaningful behaviour change and deliver real impact at scale.”

View the full list of winners here.

Pictured (L-R): Reg Raghavan, Jake Swarts, Joe Freach, Sevu Waqa, Dee Raghavan

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel