NAATI, SBS CulturalConnect unveil multilingual campaign promoting the value of being understood

Australia – The National Accreditation Authority for Translators and Interpreters (NAATI) has launched a new brand campaign titled “We All Deserve to Be Understood,” aimed at highlighting the importance of certified interpreters in everyday and high-stakes conversations.

Developed in partnership with SBS CulturalConnect and SBS In Language Services, the campaign seeks to reposition NAATI certification beyond its administrative function, presenting it as a safeguard for critical moments where accurate communication is essential.

The television advertisement portrays a range of situations where NAATI-certified interpreters may be involved, including hospital consultations, classrooms and community services. The campaign focuses on everyday scenarios to underscore the role interpreters play in ensuring accuracy, confidentiality and professionalism in sensitive settings.

The initiative was created through a close collaboration between SBS CulturalConnect and the SBS In-Language team, which handled the end-to-end strategy, creative development and production. Language selection, audience targeting and cultural considerations were integrated into the campaign from the outset.

According to Lee Yacoumis, strategic engagement manager at NAATI, the campaign reflects a broader effort to highlight the public value of certified interpreters.

“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.”

The campaign is delivered in 12 languages and will run across SBS television, radio and digital platforms. It is also supported by targeted out-of-home placements and additional resources hosted on NAATI’s website for community audiences.

Nadia Bekarian, national manager at SBS In Language Services, said the integrated approach helped ensure the campaign reached its intended audiences.

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

Angus Gordon, head of creative at SBS CulturalConnect, added that the campaign’s storytelling approach focused on authenticity.

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