The National Accreditation Authority for Translators and Interpreters (NAATI) and Special Broadcasting Service (SBS) CulturalConnect have launched a new brand campaign to highlight the role of certified interpreters in critical everyday conversations.
Titled “We All Deserve to Be Understood”, the campaign is designed to reposition NAATI certification beyond an administrative requirement, framing it instead as a safeguard in situations where clarity and trust matter most.
The television campaign focuses on settings such as hospitals, classrooms and community services, showing the kinds of moments where accredited interpreters are involved and where accuracy, confidentiality and professionalism carry particular weight.
Developed jointly by SBS CulturalConnect and SBS In Language Services, the campaign was built with language strategy, audience targeting and cultural nuance embedded from the outset.
The rollout spans 12 languages and runs across SBS television, radio and digital, supported by targeted out-of-home placements and community-facing resources hosted on NAATI’s website.
Lee Yacoumis, strategic engagement manager at National Accreditation Authority for Translators and Interpreters, said the work reflects a shift in how the organisation wants certification to be understood publicly.
“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.”
Built for multilingual reach
The campaign is aimed at communities that speak limited or no English, alongside carers and frontline professionals, with SBS using its multilingual media ecosystem to shape both creative and delivery.
Nadia Bekarian, national manager of SBS In Language Services at the Special Broadcasting Service, said the integrated production model was central to the campaign’s development.
“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.
Quiet storytelling over dramatic messaging
Rather than leaning into heightened emotion, the creative approach focused on ordinary interactions and recognisable moments.
Angus Gordon, head of creative at SBS CulturalConnect, said the campaign deliberately avoided overstatement.
“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.”
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
Top Image: SBS CulturalConnect