Australia's political landscape is changing, and with 27% of the population speaking English as a second language, voter engagement strategies need to evolve. Babeltext, a multilingual communication platform, is stepping in to bridge the gap between political candidates and diverse communities.
David Hayes, CEO of Babeltext, believes language barriers significantly impact voter participation. "If policies are not communicated in a voter's language, they may not understand them. When they arrive at polling booths, they are often overwhelmed with a barrage of leaflets from different parties and may make their decision based on the colour of the brochure rather than the actual policies," he said.
The issue, Hayes argues, is not just about translating campaign materials but ensuring meaningful engagement.
"Political parties rely heavily on media outlets like SBS or community groups to reach non-English speaking voters. But these approaches don't always provide a balanced perspective," he explained.
How does Babeltext work?
Babeltext enables political candidates to communicate directly with voters in their preferred language across SMS, WhatsApp, WeChat, Facebook Messenger, and other platforms. Through a simple QR code, constituents can send messages in their language, which Babeltext instantly translates for campaign teams. Responses from candidates are then translated back into the voter's language, creating a seamless dialogue.
This process allows politicians to understand and respond to voter concerns directly. "If a Vietnamese voter expresses worries about housing density, the candidate receives that message in English, responds, and the message is then sent back in Vietnamese. This builds trust and a sense of respect," Hayes said.
The platform also provides AI-powered sentiment analysis, helping campaigns track voter sentiment in real time.
"If a majority of Arabic-speaking voters in an electorate are concerned about healthcare access, a candidate can adjust their messaging to address those specific concerns," Hayes added.
A tool for voter mobilisation
One of the key benefits of Babeltext is its ability to personalise political communication. Hayes believes this can drive voter turnout and reduce the number of informal or 'donkey' votes.
"We don't just want people to show up at polling stations; we want them to make informed decisions," he said.
He emphasised that engagement must be proactive. "We can build databases of constituents based on language preferences and previous interactions, allowing campaigns to send targeted messages in the lead-up to an election," he explained. "Imagine receiving a personalised SMS in your language, reminding you to vote and addressing the issues you care about. That kind of engagement makes people feel valued."
Emergency communication and crisis management
Beyond elections, Babeltext's multilingual capabilities have broader applications.
In emergencies, real-time multilingual alerts can be lifesaving. "If there's a bushfire or a bridge collapse, sending a message in English to someone who only reads Greek is useless."
"Babeltext can send critical updates in a voter's preferred language," Hayes said.
Political parties slow to adapt
Despite the clear benefits, many political parties have been slow to adopt multilingual engagement strategies. Hayes attributes this to a lack of appropriate tools until now.
"Sure, parties print brochures in multiple languages, but they don't necessarily reach or resonate with voters. Our platform allows real conversations to happen," he said.
Hayes argues that multilingual engagement could be the deciding factor in tight electoral races, particularly in multicultural areas.
"This isn't just about getting votes; it's about making democracy more accessible," he added.
A partnership for impact
Babeltext's influence is growing, and a recent partnership with Amazon Web Services (AWS) through NextGen is helping to expand its reach.
"AWS is passionate about social impact, and they're investing in technology that creates real change," Hayes said. "Being part of their network allows us to scale our solutions and ensure that language is never a barrier in political participation."
AWS commented on the partnership.
"Amazon Web Services Australia Pty Ltd (AWS) is very pleased to support Babeltext in its efforts to assist Youth Chat for Multilingual Support for disaffected youth using the AWS Cloud," they said.
"Babeltext is an AWS Partner Network (APN) AWS Partner in good standing. AWS values and appreciates the opportunity to support Babeltext and looks forward to a long and productive relationship."
The future of voter engagement
Hayes is optimistic about the future. "The political landscape is evolving, and independent candidates are gaining traction."
"The ability to communicate effectively with diverse communities will be critical for any party wanting to secure votes," he said.
His message to political parties that have yet to adopt Babeltext is simple: "Why not? You have nothing to lose and everything to gain. If you don't engage with diverse communities, you risk losing elections. It's that simple."
The impact of multilingual engagement goes beyond politics—it's about fostering inclusivity and ensuring every voter has a voice. As Hayes put it, "The best feedback we've received is: 'Thank you for talking to me in my language.' That's what real democracy looks like."
