The importance of certification.
The National Accreditation Authority for Translators and Interpreters (Naati) is seeking to champion the power of being understood in a campaign via SBS’s CulturalConnect.
Naati strategic engagement manager Lee Yacoumis said the campaign reflects a stronger focus on the public value of certification.
"This campaign is about strengthening awareness of why NAATI-certified interpreters are an essential part of the healthcare team, not optional. We wanted to ensure organisations and individuals actively seek certified practitioners in high-stakes situations," said Yacoumis.
"This campaign marks a turning point in how we articulate the purpose and public value of NAATI certification."
Delivered across 12 languages, the campaign runs across SBS television, radio and digital, supported by a targeted out-of-home rollout and dedicated community resources on NAATI's website.
"By developing the strategy, creative and media together, we delivered a campaign that was both beautifully executed and reached the audiences it was designed for,” said SBS In Language Services national manager Nadia Bekarian.
“For diverse communities, cultural nuance isn't an add-on — it's where effective communication begins.”
SBS CulturalConnect and the SBS In-Language team led the end-to-end strategy, creative and production.
"We avoided dramatics and instead focused on quiet, authentic moments that will resonate with the target audiences,” said SBS CulturalConnect head of creative, Angus Gordon.
“When the work feels honest, the message lands with far more power."
Campaign Credits
Client: NAATI Strategic Engagement Manager: Lee Yacoumis Marketing and Communications Officer: Trang Do Digital Communications Officer: Martha Arifin
Creative & Production Company: CulturalConnect, SBS Media Writer: Angus Gordon Director: Angus Gordon Director of Photography: Gregoire Liere Executive Producer: Natalie Herenda Producer: Clancy Hiscox Line Producer: Rachel Lane Editor: Desmond Hoo Art Director: Emily Fernandez Audio Production & Music Supervision: Mighty Sound
