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The Welsh Language Commissioner's office has created a series of short films which highlight effective practices from the point of Welsh language delivery and usage in various organisations across Wales.
In the below blog Lisa Pugh from the Food Standards Agency in Wales talks about how they ensure their bilingual marketing campaigns are delivered effectively.
In the past, the Agency's campaigns would be commissioned and created centrally by the England Communications Team, and there was occasionally a risk that the Welsh language might be overlooked.
As a language unit. we emphasised the need to give appropriate consideration to the Welsh language from the outset so that we can contribute to the creative process, we can see the initial concepts for the campaigns, and as a result we can anticipate any problems that may arise and set about finding resolutions.
One of the most crucial things was to ensure that we and the communications team had a positive and practical relationship. This allowed them to trust our judgement when it came to discussing, for instance, the target audiences or the creative elements for Wales.
We agreed that bilingualism was a core component of any communications brief, and it would be included in any briefs sent to external contractors in the future.
Of course we in turn needed to give significant input, but by working together in this way it meant that the budget was managed effectively as we were able to do any additional work in terms of considering the language and how it worked effectively in both languages. This ensured greater value for money, which is essential when it comes to public funds.
I should stress it’s not always easy or straightforward because of cultural and political differences between the two countries. It can also be challenging when, for example, the team in England want to work with influencers on our channels, which doesn't always work. But we've also had success in identifying influencers from Wales, and because the trust was in place between us and England they were ready to work with us and support us on that.
The advice I would give to others in a similar situation is that you need to be part of the campaign from the outset, and make your voice heard, because you know your audience best , and you know what is going to work best in Wales and for the Welsh lanauge audience.