AGL has unveiled a new campaign centred on energy efficiency and cost-saving, specifically targeting multicultural and First Nations communities in Australia. The campaign, created in collaboration with SBS CulturalConnect and media agency Identity Communications, is part of AGL’s two-year $90 million Customer Support Package designed to assist customers grappling with cost-of-living pressures.

The campaign shares the personal stories and energy-saving insights of five Australian families from diverse backgrounds, including First Nations, Lebanese Arabic, Chinese, Indian, and Vietnamese. It includes 10 x 30′ TVCs, 15′ cutdowns, and supporting social content.

“Our team has loved working on this exciting first of its kind community initiative which is part of our two-year $90 million Customer Support Package to assist customers with cost-of-living pressures,” said Head of Brand at AGL, Yasmina Pinto.

The campaign is supported by a comprehensive list of additional free in-language tips, translated by SBS and available on an AGL hosted web page. This initiative is a testament to AGL’s commitment to engaging with all Australians, particularly those from diverse cultural backgrounds.

“Cultural and linguistically diverse Australians and First Nations peoples make up over a quarter of the Australian population and a large portion of AGL’s customer base. We felt SBS was the perfect partner to create bespoke, in-language energy literacy content that authentically resonates,” Pinto said.

National Manager at SBS CulturalConnect, Kate Young, said: “This is beautiful creative work that recognises and celebrates the diversity of Australia.”

Managing Director at Identity Communications, Santosh Murthy, said: “AGL has demonstrated tremendous leadership through this initiative by going above and beyond to engage all Australians. The campaign creative incorporates cultural nuances and showcases the impact of authentic storytelling – ultimately, making a real difference to real families across Australia.”