Within hours of Optus’ controversial advertisement catching the attention of hundreds of Casula mall shoppers, the company’s Facebook page received mixed reactions from consumers; some expressed outrage and disappointment, while others articulated gratitude and support. Optus was quick to respond, defending their advertisement as a promotion tool for the bilingual skills of the company’s front-line staff.
Optus explained the advertisements were simply advising Arabic speakers that there were staff members in the store who spoke their language.
“We also have posters in Vietnamese and Chinese. The poster is in a language that is used by hundreds of millions of people,” an Optus employee said.
“We recognise that sometimes customers find it easier to understand the detail of a phone plan when it’s explained in their first language. Optus remains committed to minimising and eliminating discrimination through our corporate culture, marketing activities, employment practices and interactions with the community.”
However, after the backlash, Optus felt obliged to remove three advertisements written in Arabic after shop staff were allegedly threatened in the aftermath of the Paris attacks.
“Yesterday, following a threat to our store staff, we made the decision to remove some materials that were published in Arabic,” an Optus spokeswoman said. “The safety and security of our staff is paramount.”
Outraged customers take offense
One consumer, John, went so far as to say, “I will not shop at Casula until this is removed and I am considering changing my Phone/Internet provider from Optus to another company.”
Meanwhile, Andrew said, “It seems that Optus is now saying “Yes” to terrorism, judging from its recent advertisement in Sydney’s south-west.”
Another consumer, Maryanne, said, “Have Australian Corporations forgotten we are an English speaking country. What about the Chinese? Italians? Greeks?”
While other customers applaud Optus’ support
Nearly 10% of residents in the City of Liverpool, where Casula Mall is located, speak Arabic as their first language.
One consumer, Sherie, said “As someone who used to live in the
Casula area I think it’s great you have a poster saying there is someone who speaks Arabic in the store.”
Elena agreed with a post saying, “Well done Optus for providing translators at your Casula store. It’s hard to find this level of customer service and assistance.”
Meanwhile, Miriam appreciated the initiative by a company with such a wide reach to “acknowledge and include all Australians.”