For Harmony Week 2008 the Office of Multicultural Interests (OMI) was keen to embrace
digital media, thus accessing younger generations who consume media differently.
We chose to post a User Submitted News piece on Loconut’s homepage, making use of
the informal, information-based style of advertising Loconut offers.
The results were fantastic. Not only was the story widely viewed, it also
generated both individual comments and topical discussions between numerous web
users. For OMI, this met our joint aims of increasing the awareness of multicultural
issues and engaging the community in discussion and debate. In the four days
the story was featured, there were 32 responses and varied perspectives offered.
The experience was a very positive one, introducing OMI to a new form of media,
showing our staff its capabilities, and spreading our key messages.
~ Office of Multicultural Interests.