Surf Life Saving Australia wins SBS ad contest

Surf Life Saving Australia will receive $1 million of advertising across SBS TV and digital assets later this year as the winner of the 2017 Diversity Works Challenge.

The initiative called on brands and agencies to develop an advertising campaign that demonstrates the diversity of today’s Australia.

SBS Managing Director, Michael Ebeid, said: “SBS has been championing diversity for more than 41 years and the Diversity Works Challenge is another way of us delivering on this unique purpose. We’re thrilled to see the representation of diverse Australian communities, people and cultures throughout the advertising campaigns submitted as part of this initiative and look forward to seeing the winning entry on air later this year.”

The campaign developed by KWP! in Adelaide draws attention to the indiscriminate nature of the dangers of the ocean and prompts people regardless of colour, language, religious beliefs, sexual orientation or cultural differences.

SBS Media Director of Sales, Andrew Cook, said: “Despite the very high calibre of entries, the judging panel was unanimous in its decision to award the prize to Surf Life Saving Australia. The concept integrates the diversity of Australia into the fabric of the campaign and delivers a simple and focused creative strategy that will assist Surf Life Saving Australia to deliver their objective of saving lives.

“It’s been encouraging to see the number of major Australian brands who have taken part in the inaugural Diversity Works Challenge, further demonstrating that thinking with diversity works”.