Safer Baby Bundle: Campaigns Tailored for Diverse Australian Communities
The Challenge
The Stillbirth Centre of Research Excellence (Stillbirth CRE) set out to reduce preventable stillbirths in Australia through evidence-based behaviour change among pregnant women and improved clinical practice. The challenge was to create a trusted campaign that could translate complex health advice into practical actions people would understand, remember and act on. Beyond the core campaign, the approach also needed to support adaptation for different communities, recognising that language, culture and health literacy influence how information is received. The result had to be flexible enough to maintain consistent evidence while allowing communication to be tailored for the audiences it was designed to reach.
Our REsponse
We designed the original Safer Baby Bundle, developing the brand, website, animations and extensive suite of print resources promoting five evidence-based messages to reduce preventable stillbirth. Building on the success of the original campaign, we later co-designed Growing a Healthy Baby with Stillbirth CRE and Murdoch Children's Research Institute as well as multicultural working groups, adapting the campaign for migrant and refugee communities through translated resources, culturally appropriate communication and tailored digital and print materials.
A national behaviour change campaign comprising brand identity, website, online learning, animations, print resources and social campaigns, later extended through Growing a Healthy Baby with translated resources, multilingual audio, guidebooks and tailored digital content for migrant and refugee communities.
The original Safer Baby Bundle established a scalable communication framework that was later extended to reach more diverse communities. Through Growing a Healthy Baby, evidence-based health information became more accessible for migrant and refugee families using translated resources, multilingual audio and culturally appropriate communication.
Insights
Translation is not adaptation. Effective health communication requires more than converting words into another language. Through Growing a Healthy Baby, we worked with Stillbirth CRE, Murdoch Children's Research Institute (MCRI) and multicultural working groups to reshape language, imagery, information pathways and delivery methods for migrant and refugee communities. Multilingual audio narration, simplified navigation and tested, culturally relevant messaging made the evidence accessible to new audiences. Good health information should be accessible to everyone, regardless of language, literacy or cultural background.
