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Spreading the Citizenship Message (Communications Road Map) Since 2001 the Australian Government has held an annual campaign to encourage the 900 000 people in Australia who are eligible, to apply for Australian Citizenship. The campaign climaxes on Australian Citizenship Day on 17 September. In 2002 and 2003 Maine Street Marketing helped the Department of Immigration, Multicultural and Ingenuous Affairs to develop and implement a citizenship community relations strategy. The aim was to win support from leading Australian community organizations and reach specific groups with members were eligible for citizenship. In both years service clubs, cultural heritage groups and other important community bodies backed the campaign. They provided support within their communities, promoted Australian citizenship in their newsletters, magazines and websites and offered promotional opportunities. Maine Street Marketing developed and managed a community relations strategy that has laid the basis for valuable and sustainable relationships that can broaden the campaign's reach in future years. |
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