New Diversity Works Challenge award-winning commercial premieres on SBS
SBS premiered Surf Life Saving Australia’s award-winning TV commercial in prime-time last night, as part of SBS Media’s Diversity Works Challenge. Developed by KWP!, the campaign has been awarded $1 million of airtime across SBS television, radio and online platforms for embracing the diversity of today’s Australia.
The TV commercial which carries the diversity recruitment message to the Australian public that the ocean doesn’t discriminate, and neither does Surf Life Saving, will be aired across the SBS network from the 6th of September through to the end of February.
SBS Media Director of Sales, Andrew Cook, said: “We’re proud to premiere Surf Life Saving Australia’s powerful campaign. The advertisement truly reflects diversity and talks to all Australians about the importance of water safety.
“SBS has been championing diversity for more than 41 years and the Diversity Works Challenge is a wonderful way to help give back to the advertising community. We hope it will inspire more brands and agencies to think with diversity and talk to all Australians.”
Surf Life Saving Australia Chief Executive, Melissa King, said: “We’re incredibly excited to reveal our winning creative, an exceptionally powerful piece of visual storytelling that portrays the indiscriminate nature of the ocean, reinforces the selfless nature of our volunteers and invites all Australians to join the Surf Life Saving movement.
“SLS prides itself on being inclusive and winning the SBS Media Diversity Works Challenge has provided a significant platform for our movement to tell that story and encourage the public from the diverse communities of our nation, to join our movement.”
The Diversity Works Challenge is an initiative from SBS Media designed to encourage the Australian advertising industry to think with diversity and to reflect the real Australia in their marketing campaigns.
Over the coming weeks we will be sharing more about this fantastic new commercial, the story behind the concept and the stars of the campaign.