The Greater Western Sydney Giants football club has won the Big Business award at the Australian Multicultural Marketing Awards (AMMA) for raising awareness of the sport in multicultural communities.
The awards, presented last night, is in its 25th year and aims to celebrate campaigns that speak to a culturally diverse audience.
Speaking at the AMMAs, the minister for citizenship and communities Victor Dominello said the Giants “raised the bar on multicultural practice” in the diverse area of Western Sydney.
“The Giants accepted the challenge of launching a new football team for a strictly established Aussie code in an area of high concentration of new Australians,” Dominello said.
“What they achieved has turned that potential disadvantage into a super-success story.”
As part of its campaign, the Giants launched a Multicultural Round of AFL to promote the game and followed it with a formal citizenship ceremony for 54 new Australian citizens during the match's half-time.
Another big winner at the AMMA awards was the Chinese Precinct of Commerce which won the communities category of the awards for a campaign motivating members to celebrate the upcoming ANZAC centenary.
Multicultural NSW CEO Hakan Harman said: “Since culturally diverse is what we are as Australians, messaging and programs that speak to all the people of Australia are essential elements of any marketing campaign.”
The full list of winners are:
Business Innovation
eTranslate – Employing an App to Measure the Mood of our Cultural Communities
Big Business
GWS Giants Football Club – Many Cultures Game, Multicultural Round
Small Business
Elegant Swallow Pty Ltd – Employing Cultural Foods as a Marketing Tool
Public Sector
Auburn City Council – Refugee Camp In My Neighbourhood
Communication
Cultural Perspectives – Digital Switchover Campaign
Arts and Culture
4A Centre for Contemporary Asian Art – Vertical Villages
Communities
Chinese Precinct Chamber of Commerce – Chinese Community Celebrating the ANZAC Centenary
Youth
Cultural Infusion – Cultural Harmony and Inclusion Education Programs
Islamic Charity Projects Association – 5th Bankstown Scout Group (Certificate of Encouragement)
Education
TAFE NSW: Hunter TAFE – Beyond ESOL: A Vocational Pathways Approach (Certificate of Encouragement)
SBS People’s Choice Award
Islamic Charity Projects Association – 5th Bankstown Scout Group
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