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The NSW Ombudsman partnered with Ethnolink to enhance its digital and print communications by translating key content into multiple languages. This project aimed to ensure accessibility for culturally and linguistically diverse (CALD) communities across New South Wales. Beyond translation, the project also focused on culturally adapting imagery to resonate more effectively with different cultural groups.
The NSW Ombudsman is an independent oversight body that ensures fairness in public administration. It provides services and information to help individuals and communities understand and exercise their rights. The organisation is committed to making its resources accessible to all, including those from diverse cultural backgrounds.
While translation into different languages was a critical part of the project, the NSW Ombudsman also recognised the importance of visual communication. The challenge was to ensure that the images used in the translated materials were culturally appropriate and resonated with the target audiences, reflecting their experiences and cultural contexts. This required careful selection of imagery to ensure inclusivity and relevance across different cultures, avoiding any potential misunderstandings or alienation.
Ethnolink implemented a culturally adapted imagery strategy alongside its translation process, which involved sourcing relevant images for each of the 50 languages. For every language, Ethnolink selected culturally appropriate images designed to resonate with the target audiences, proposing three options for each image to the NSW Ombudsman. The imagery selection process was driven by cultural research and feedback from community members, ensuring that the final images reflected the values, norms, and experiences of each target group. Once the culturally adapted images were selected, they were seamlessly integrated into translated web pages and brochures to create a cohesive visual narrative across all materials. The final translated documents, including the adapted imagery, were then carefully reviewed and proofed by native speakers to ensure both linguistic and visual accuracy and appropriateness.
The culturally adapted imagery significantly enhanced the effectiveness of the translated materials, making them more relatable and engaging for CALD communities. The NSW Ombudsman received positive feedback from community groups who felt that the materials were not only linguistically accessible but also visually representative of their cultures. This approach helped ensure that the Ombudsman’s resources were better understood and utilised by diverse audiences across New South Wales, fulfilling its commitment to inclusivity and accessibility. By combining professional translation with culturally adapted imagery, Ethnolink provided a comprehensive solution that went beyond language, ensuring that the NSW Ombudsman’s communications were culturally attuned and impactful across multiple communities.
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