Jun 17, 2022
Multicultural Partnership Acknowledgement Awards Winners
On a summer evening at Madhu's Mayfair, Mediareach brought together the behind-the-scenes heroes of the UK's most comprehensive multilingual Covid-19 campaign- 2,500+ assets, 30+ languages, zero face-to-face briefings.
⏱ 6 min read
By mediareach
Covid-19 tested every part of British life, but for multicultural communities, the challenge was even sharper. Language barriers, varying levels of trust in official channels, and disproportionate health impacts meant that a one-size-fits-all message would not save lives.
Mediareach was honoured to be entrusted with solving that challenge. Working alongside the Cabinet Office and UK Government, the agency delivered one of the largest and most complex public health campaigns in British history, raising awareness of Covid-19 risks among diverse audiences across the UK.
The Scale of the Campaign
30 Languages, 2,500 Assets, 2 Years. What made the Covid-19 campaign unlike any other was not just its urgency, but its sheer operational complexity.
Mediareach produced engaging, culturally adapted content in more than 30 languages for television, radio, press, digital and out-of-home. Over 2,500 individual pieces of content were created, with messaging refreshed every single week for more than two years to reflect changing guidance, vaccination phases and community concerns.
A Summer Evening of Recognition
On Friday 17 June 2022, as London enjoyed the first warm weekend of summer, Mediareach opened the doors of the award-winning Madhu's at The Dilly in Piccadilly for a different kind of celebration.
Mediareach invited all its suppliers and partners from across the UK media landscape to connect, network, and pause to acknowledge the hard work, resilience and contribution that made two years of critical messaging possible.
Paying Tribute to the Ecosystem
The media had a critical role to play and a challenging one to fulfil. From last-minute guidance changes to navigating misinformation in closed community networks, partners showed real commitment at every turn.
The event formally acknowledged and awarded individuals and organisations from Television, Radio, Digital, Press and Out-of-Home, the five pillars that powered the omnichannel delivery.
This was followed by a one-minute remembrance honouring those in the media and the wider public who lost their lives during the pandemic, a quiet, powerful moment that grounded the celebration in purpose.
“Our partnership with suppliers is at the heart of everything we do, from bespoke content creation to omnichannel delivery. It is a testament to the dedication of our media partners. We came together to celebrate the diversity, cultural insight, tonality and inclusivity which made our campaigns succeed. We want to say thank you for the support during the most challenging times.”
Saad Al-Saraf,
CEO, Mediareach Advertising
Why Multicultural Partnerships Mattered More Than Ever
Trust is not bought. It is earned through language, tonality and presence in channels people actually use.
For many South Asian, African, Caribbean, Eastern European and other communities, information from a familiar radio presenter in Punjabi, Sylheti, Urdu, Yoruba or Polish carried more weight than a national broadcast in English. That is why Mediareach’s proprietary multicultural database and its deep relationships with over a hundred ethnic media titles proved decisive.
The awards were a recognition that behind every translated script was an editor checking cultural nuance, a producer ensuring respectful representation, and a community journalist explaining why the message mattered to their audience.
Behind the Scenes Heroes
As Mediareach Media Director Javed Husain noted on the evening, the event was designed to gather the influencers, writers, media professionals and creatives who rarely stand in the spotlight but regularly shape how diverse Britain receives vital information.
Editors, journalists, producers and long-standing stalwarts of the ethnic media family used the evening to strengthen existing connections and build new ones, discussing the future of the diverse media industry and how collaboration can be made even more effective.
“These partnerships have been a key catalyst for change, for the Government, the NHS and for local and global brands during and after lockdown. They are the behind-the-scenes heroes who turn insight into impact.”
— Javed Husain, Media Director, Mediareach
A First, But Not the Last
Mediareach described the evening as its first-of-its-kind awards, but intentionally not its last. The agency’s integrated, multicultural advertising model continues to push for more consolidated, respectful partnerships that deliver tangible advancement across the ethnic media landscape.
From government public health to NHS volunteer recruitment and major brand campaigns, the lesson of the last two years remains: inclusive campaigns perform better because they reflect the real Britain.
As guests enjoyed music, cuisine curated by Madhu’s, and photographs to remember the evening, the message was clear: when diverse media and inclusive agencies work together, critical messages not only reach people, they resonate, reassure and save lives.
Celebrate Partnerships That Drive Real Change
From Cabinet Office Covid-19 response to NHS and TalkTalk multicultural campaigns, Mediareach connects brands with the diverse UK through trusted, language-specific media. Let's build your next inclusive campaign together.
Sources & References
Mediareach, "Multicultural Partnership Acknowledgement Awards 2022," 28 June 2022. mediareach.co
UK Government / Cabinet Office — Covid-19 Multicultural Communications Campaign (2020-2022) — 30+ languages, 2500+ assets, weekly updates. Referenced in Mediareach event coverage. mediareach.co
Mediareach, NHS Covid-19 Case Study — multicultural database, ethnic TV, radio, press targeting. mediareach.co
Madhu's at The Dilly, Mayfair — Event venue, 17 June 2022. bizasialive
Mediareach Advertising, About — Founded 1986, pioneering multicultural marketing. mediareach.co
Mediareach Awards 2022
Multicultural Partnership Awards
Cabinet Office Covid campaign
30 languages campaign
diverse audiences UK
Madhu's Mayfair
The Dilly Piccadilly
ethnic media UK
Covid-19 awareness
multicultural marketing
Mediareach event 2022
The UK's pioneering multicultural marketing and advertising agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy. mediareach.co
Jun 17, 2022
Multicultural Partnership Acknowledgement Awards Winners
On a summer evening at Madhu's Mayfair, Mediareach brought together the behind-the-scenes heroes of the UK's most comprehensive multilingual Covid-19 campaign- 2,500+ assets, 30+ languages, zero face-to-face briefings.
⏱ 6 min read
By mediareach
Covid-19 tested every part of British life, but for multicultural communities, the challenge was even sharper. Language barriers, varying levels of trust in official channels, and disproportionate health impacts meant that a one-size-fits-all message would not save lives.
Mediareach was honoured to be entrusted with solving that challenge. Working alongside the Cabinet Office and UK Government, the agency delivered one of the largest and most complex public health campaigns in British history, raising awareness of Covid-19 risks among diverse audiences across the UK.
The Scale of the Campaign
30 Languages, 2,500 Assets, 2 Years. What made the Covid-19 campaign unlike any other was not just its urgency, but its sheer operational complexity.
Mediareach produced engaging, culturally adapted content in more than 30 languages for television, radio, press, digital and out-of-home. Over 2,500 individual pieces of content were created, with messaging refreshed every single week for more than two years to reflect changing guidance, vaccination phases and community concerns.
A Summer Evening of Recognition
On Friday 17 June 2022, as London enjoyed the first warm weekend of summer, Mediareach opened the doors of the award-winning Madhu's at The Dilly in Piccadilly for a different kind of celebration.
Mediareach invited all its suppliers and partners from across the UK media landscape to connect, network, and pause to acknowledge the hard work, resilience and contribution that made two years of critical messaging possible.
Paying Tribute to the Ecosystem
The media had a critical role to play and a challenging one to fulfil. From last-minute guidance changes to navigating misinformation in closed community networks, partners showed real commitment at every turn.
The event formally acknowledged and awarded individuals and organisations from Television, Radio, Digital, Press and Out-of-Home, the five pillars that powered the omnichannel delivery.
This was followed by a one-minute remembrance honouring those in the media and the wider public who lost their lives during the pandemic, a quiet, powerful moment that grounded the celebration in purpose.
“Our partnership with suppliers is at the heart of everything we do, from bespoke content creation to omnichannel delivery. It is a testament to the dedication of our media partners. We came together to celebrate the diversity, cultural insight, tonality and inclusivity which made our campaigns succeed. We want to say thank you for the support during the most challenging times.”
Saad Al-Saraf,
CEO, Mediareach Advertising
Why Multicultural Partnerships Mattered More Than Ever
Trust is not bought. It is earned through language, tonality and presence in channels people actually use.
For many South Asian, African, Caribbean, Eastern European and other communities, information from a familiar radio presenter in Punjabi, Sylheti, Urdu, Yoruba or Polish carried more weight than a national broadcast in English. That is why Mediareach’s proprietary multicultural database and its deep relationships with over a hundred ethnic media titles proved decisive.
The awards were a recognition that behind every translated script was an editor checking cultural nuance, a producer ensuring respectful representation, and a community journalist explaining why the message mattered to their audience.
Behind the Scenes Heroes
As Mediareach Media Director Javed Husain noted on the evening, the event was designed to gather the influencers, writers, media professionals and creatives who rarely stand in the spotlight but regularly shape how diverse Britain receives vital information.
Editors, journalists, producers and long-standing stalwarts of the ethnic media family used the evening to strengthen existing connections and build new ones, discussing the future of the diverse media industry and how collaboration can be made even more effective.
“These partnerships have been a key catalyst for change, for the Government, the NHS and for local and global brands during and after lockdown. They are the behind-the-scenes heroes who turn insight into impact.”
— Javed Husain, Media Director, Mediareach
A First, But Not the Last
Mediareach described the evening as its first-of-its-kind awards, but intentionally not its last. The agency’s integrated, multicultural advertising model continues to push for more consolidated, respectful partnerships that deliver tangible advancement across the ethnic media landscape.
From government public health to NHS volunteer recruitment and major brand campaigns, the lesson of the last two years remains: inclusive campaigns perform better because they reflect the real Britain.
As guests enjoyed music, cuisine curated by Madhu’s, and photographs to remember the evening, the message was clear: when diverse media and inclusive agencies work together, critical messages not only reach people, they resonate, reassure and save lives.
Celebrate Partnerships That Drive Real Change
From Cabinet Office Covid-19 response to NHS and TalkTalk multicultural campaigns, Mediareach connects brands with the diverse UK through trusted, language-specific media. Let's build your next inclusive campaign together.
Sources & References
Mediareach, "Multicultural Partnership Acknowledgement Awards 2022," 28 June 2022. mediareach.co
UK Government / Cabinet Office — Covid-19 Multicultural Communications Campaign (2020-2022) — 30+ languages, 2500+ assets, weekly updates. Referenced in Mediareach event coverage. mediareach.co
Mediareach, NHS Covid-19 Case Study — multicultural database, ethnic TV, radio, press targeting. mediareach.co
Madhu's at The Dilly, Mayfair — Event venue, 17 June 2022. bizasialive
Mediareach Advertising, About — Founded 1986, pioneering multicultural marketing. mediareach.co
Mediareach Awards 2022
Multicultural Partnership Awards
Cabinet Office Covid campaign
30 languages campaign
diverse audiences UK
Madhu's Mayfair
The Dilly Piccadilly
ethnic media UK
Covid-19 awareness
multicultural marketing
Mediareach event 2022
The UK's pioneering multicultural marketing and advertising agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy. mediareach.co
Jun 17, 2022
Multicultural Partnership Acknowledgement Awards Winners
On a summer evening at Madhu's Mayfair, Mediareach brought together the behind-the-scenes heroes of the UK's most comprehensive multilingual Covid-19 campaign- 2,500+ assets, 30+ languages, zero face-to-face briefings.
⏱ 6 min read
By mediareach
Covid-19 tested every part of British life, but for multicultural communities, the challenge was even sharper. Language barriers, varying levels of trust in official channels, and disproportionate health impacts meant that a one-size-fits-all message would not save lives.
Mediareach was honoured to be entrusted with solving that challenge. Working alongside the Cabinet Office and UK Government, the agency delivered one of the largest and most complex public health campaigns in British history, raising awareness of Covid-19 risks among diverse audiences across the UK.
The Scale of the Campaign
30 Languages, 2,500 Assets, 2 Years. What made the Covid-19 campaign unlike any other was not just its urgency, but its sheer operational complexity.
Mediareach produced engaging, culturally adapted content in more than 30 languages for television, radio, press, digital and out-of-home. Over 2,500 individual pieces of content were created, with messaging refreshed every single week for more than two years to reflect changing guidance, vaccination phases and community concerns.
A Summer Evening of Recognition
On Friday 17 June 2022, as London enjoyed the first warm weekend of summer, Mediareach opened the doors of the award-winning Madhu's at The Dilly in Piccadilly for a different kind of celebration.
Mediareach invited all its suppliers and partners from across the UK media landscape to connect, network, and pause to acknowledge the hard work, resilience and contribution that made two years of critical messaging possible.
Paying Tribute to the Ecosystem
The media had a critical role to play and a challenging one to fulfil. From last-minute guidance changes to navigating misinformation in closed community networks, partners showed real commitment at every turn.
The event formally acknowledged and awarded individuals and organisations from Television, Radio, Digital, Press and Out-of-Home, the five pillars that powered the omnichannel delivery.
This was followed by a one-minute remembrance honouring those in the media and the wider public who lost their lives during the pandemic, a quiet, powerful moment that grounded the celebration in purpose.
“Our partnership with suppliers is at the heart of everything we do, from bespoke content creation to omnichannel delivery. It is a testament to the dedication of our media partners. We came together to celebrate the diversity, cultural insight, tonality and inclusivity which made our campaigns succeed. We want to say thank you for the support during the most challenging times.”
Saad Al-Saraf,
CEO, Mediareach Advertising
Why Multicultural Partnerships Mattered More Than Ever
Trust is not bought. It is earned through language, tonality and presence in channels people actually use.
For many South Asian, African, Caribbean, Eastern European and other communities, information from a familiar radio presenter in Punjabi, Sylheti, Urdu, Yoruba or Polish carried more weight than a national broadcast in English. That is why Mediareach’s proprietary multicultural database and its deep relationships with over a hundred ethnic media titles proved decisive.
The awards were a recognition that behind every translated script was an editor checking cultural nuance, a producer ensuring respectful representation, and a community journalist explaining why the message mattered to their audience.
Behind the Scenes Heroes
As Mediareach Media Director Javed Husain noted on the evening, the event was designed to gather the influencers, writers, media professionals and creatives who rarely stand in the spotlight but regularly shape how diverse Britain receives vital information.
Editors, journalists, producers and long-standing stalwarts of the ethnic media family used the evening to strengthen existing connections and build new ones, discussing the future of the diverse media industry and how collaboration can be made even more effective.
“These partnerships have been a key catalyst for change, for the Government, the NHS and for local and global brands during and after lockdown. They are the behind-the-scenes heroes who turn insight into impact.”
— Javed Husain, Media Director, Mediareach
A First, But Not the Last
Mediareach described the evening as its first-of-its-kind awards, but intentionally not its last. The agency’s integrated, multicultural advertising model continues to push for more consolidated, respectful partnerships that deliver tangible advancement across the ethnic media landscape.
From government public health to NHS volunteer recruitment and major brand campaigns, the lesson of the last two years remains: inclusive campaigns perform better because they reflect the real Britain.
As guests enjoyed music, cuisine curated by Madhu’s, and photographs to remember the evening, the message was clear: when diverse media and inclusive agencies work together, critical messages not only reach people, they resonate, reassure and save lives.
Celebrate Partnerships That Drive Real Change
From Cabinet Office Covid-19 response to NHS and TalkTalk multicultural campaigns, Mediareach connects brands with the diverse UK through trusted, language-specific media. Let's build your next inclusive campaign together.
Sources & References
Mediareach, "Multicultural Partnership Acknowledgement Awards 2022," 28 June 2022. mediareach.co
UK Government / Cabinet Office — Covid-19 Multicultural Communications Campaign (2020-2022) — 30+ languages, 2500+ assets, weekly updates. Referenced in Mediareach event coverage. mediareach.co
Mediareach, NHS Covid-19 Case Study — multicultural database, ethnic TV, radio, press targeting. mediareach.co
Madhu's at The Dilly, Mayfair — Event venue, 17 June 2022. bizasialive
Mediareach Advertising, About — Founded 1986, pioneering multicultural marketing. mediareach.co
Mediareach Awards 2022
Multicultural Partnership Awards
Cabinet Office Covid campaign
30 languages campaign
diverse audiences UK
Madhu's Mayfair
The Dilly Piccadilly
ethnic media UK
Covid-19 awareness
multicultural marketing
Mediareach event 2022
The UK's pioneering multicultural marketing and advertising agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy. mediareach.co