SBS Audio has unveiled a new marketing campaign for its 'Australia Explained' service, a free multilingual platform aimed at supporting newly arrived migrants in Australia.

The campaign comes at a time when net migration in Australia has reached an all-time high of 548,800 people. The 'Australia Explained' campaign features real-life stories from migrants and refugees, covering a range of topics including mental health, language barriers, raising bilingual children, and job hunting. The campaign includes a 30-second hero film for paid social and 30-second packages showcasing individual migrant stories.

"SBS’s Australia Explained campaign features real stories from real people. The creative empowers and celebrates diverse migrant and refugee experiences – from mental health and language barriers to raising bilingual kids and job hunting – which collectively contribute to contemporary Australia today. We want audiences to form a human connection with these stories, and whenever they think of new migrants or multicultural communities to think of SBS and our services," said Jane Palfreyman, SBS Chief Marketing and Commercial Officer.

The 'Australia Explained' service is published weekly in over 30 languages, providing practical information and resources to help new migrants settle in Australia. The campaign features individuals such as Ahmadullah Fazli, a young cricketer from Afghanistan; Ariel Xue, an entrepreneur from China; Hanish Chopra, a young man from India; Claire Lee, a South Korean holidaymaker; and Barry Durmedes, a Filipino father of two.

Available as articles, podcasts and videos, topics include employment, housing, health, education, emergency essentials, and more. The campaign was filmed in English and other languages with sub-titles for use across owned and paid platforms.

'SBS Learn English', a free companion service developed in partnership with teaching experts, offers online videos with subtitles in over 18 languages, worksheets, and fortnightly podcasts. The recent Australian Citizenship four-part video series has already received 62,645 views.

"SBS is committed to helping everyone feel welcome, connected and part of society, no matter where you come from or what language you speak. Australia Explained bridges the cultural gap for recently arrived migrants – or new locals – by providing practical and engaging information in more than 30 languages to help everyone fully participate in society and feel they belong," said Pamela Cook, Acting Director of SBS Audio.

The 'Australia Explained' service receives 100,000 audio plays and 66,000 page views every month, with its multilingual videos in 2024 already receiving 1 million plays on social media. Top content includes explainers on the Voice Referendum, Australia’s inheritance laws, tipping culture, and preparing for the Australian Citizenship test.