CulturalPulse bagged NSW Premier’s Harmony Dinner award for second year

CulturalPulse has taken out Marketing Campaign of the Year at the NSW Government’s Premier’s Harmony Dinner for the second year running, recognised for its behaviour-change campaign SendMoneyPacific.

The campaign addressed the high cost of remittances in Pacific communities, where up to 20% can be lost through fees and exchange rates.

Driving behaviour change at scale

Developed in partnership with the Australian and New Zealand governments and co-created with community leaders, the campaign used multilingual storytelling and culturally-led strategy to reach audiences across nine Pacific languages.

Campaign content generated more than 16 million views, with nearly 70% of people comparing providers post-campaign, up from fewer than half prior.

Reg Raghavan, Chief Executive Officer at CulturalPulse, said the award reflects the impact of the work.

“We’re incredibly honoured to receive this award two years in a row. Driving real behaviour change en masse isn’t easy, and seeing that translate into outcomes is what makes this meaningful,” Raghavan said.

Community-first approach

The campaign leveraged trusted community channels including Pasifika media, faith groups and sports networks, alongside a purpose-built activation platform that reached more than 100,000 people on social media.

A multilingual app supporting the initiative attracted more than 10,000 users, while one core educational asset alone generated over 10 million views.

Recognised at state level

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

The event was hosted by Chris Minns and Steve Kamper.

Raghavan said the campaign reflects a broader shift in how brands and organisations engage multicultural audiences.

“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,” he said.

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

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