NAATI partners with SBS CulturalConnect on a multilingual campaign

NAATI has launched a national campaign developed with SBS CulturalConnect, aiming to reposition interpreter certification as essential to some of society’s most critical conversations.

The We All Deserve to Be Understood campaign highlights the role NAATI-certified translators and interpreters play in everyday situations where clarity and accuracy are vital, particularly in the healthcare, classrooms and community services areas. The campaign runs across television, radio, digital and out-of-home and is delivered in 12 languages.

Lee Yacoumis, strategic engagement manager at NAATI, said the new work aims to raise awareness about the importance of certified interpreters in high-stakes situations.

“This campaign is about strengthening awareness of why NAATI-certified interpreters are an essential part of the healthcare team, not optional,” Yacoumis said. “We wanted to ensure organisations and individuals actively seek certified practitioners in high-stakes situations.”

The creative focuses on everyday moments where miscommunication can have serious consequences, deliberately avoiding dramatic storytelling in favour of quieter, more authentic scenarios.

Angus Gordon, head of creative at SBS CulturalConnect, said the approach was designed to resonate with communities who rely most heavily on translation services.

“We avoided dramatics and instead focused on quiet, authentic moments that will resonate with the target audiences,” Gordon said. “When the work feels honest, the message lands with far more power.”

The campaign also demonstrates the growing role of culturally-targeted creative and media strategies in Australia, where language and cultural nuance increasingly shape how brands connect with diverse audiences.

Nadia Bekarian, national manager of SBS In Language Services, said the collaboration integrated strategy, creative development and media planning from the outset.

“For diverse communities, cultural nuance isn’t an add-on - it’s where effective communication begins,” Bekarian said.

The campaign is supported by community resources on NAATI’s website and media placements across SBS platforms.