A Taste of Harmony
Bringing Australians together to celebrate all that sets us apart.
A Taste of Harmony is an annual event that provides Australian workplaces the opportunity to celebrate the cultural diversity in their team by encouraging employees to share food with their colleagues that reflects their varied cultural backgrounds.
The brief
Funded by The Scanlon Foundation, A Taste of Harmony (ATOH) is an annual event that provides Australian workplaces the opportunity to celebrate the cultural diversity in their team by encouraging employees to share food with their colleagues that reflects their varied cultural backgrounds. 2019 marked the eleventh year of ATOH and had the aim to expand participation beyond corporate Australia. Think HQ has been working with the Foundation to annually to increase participation year-on-year.
Idea
Think HQ wanted to promote the positive outcomes of cultural diversity through the narrative of food and the community connections it evokes. By utilising role models and the power of peer endorsement, we encouraged more small-to-medium enterprises to take part in and take ownership of their own events.
Think HQ was responsible for social media management, advertising and ambassador management. The communications strategy developed by Think HQ focused on creating content and resources that would capture attention and engage the Australian business community.
Outcomes
Think HQ drove behaviour change by using positive role models and conversation starters to break down barriers to meaningful conversations about diversity in the workplace. This included sourcing and managing chef talent to drive the conversation. In 2019, more than 10,300 teams came together to encourage cross cultural communication and celebrate cultural diversity and inclusion in the workplace. A survey of A Taste of Harmony’s 2019 participants found 91% of respondents believe it is an important event to foster an appreciation of cultural diversity. 94% of respondents also said the event helped to generate conversations with colleagues about their cultural background.
Think HQ curated a calendar of influencer and campaign social media content. In 2019, there were 239 user generated posts sharing ATOH stories online.
The campaign hashtag for 2019 (#ATOH19) received over 1.4 million impressions. There was an increase of 83% YoY of website traffic and 84% YoY of registrations attributable to social media.
An Event Hub for registered organisers was created by Think HQ in 2018 to provide resources for ATOH event organisers to assist in running their event. In 2019, the majority of surveyed participants (80%) found the Event Hub helpful in coordinating their ATOH event.
Think HQ also established a profile series that shared a compelling narrative about the role of leaders in organisational cultural diversity and inclusion. Producing blogs profiling business leaders, innovative enterprises, ambassador chefs and foodies explored the intersection of food, cultural diversity and inclusion.
In 2018, Think HQ created a hero video capturing what an ATOH event can look like and promoting ATOH. Shared on all ATOH social platforms the video reached more than 13,600 people organically and more than 30,000 paid views.
In 2019 Think HQ continued to produce engaging video content for ATOH including an ATOH themed Blind Taste Test Challenge video featuring AFL players from North Melbourne Football Club, a countdown video series highlighting elements of the Event Hub and four videos with hero ambassadors, Guy Grossi and Gabriel Gaté.
Think HQ is currently managing the 2020 event.
