The 2017 SBS Diversity challenge has chosen its winning film. KWP!’s winning TVC for Surf Life Saving Australia made its debut in primetime on September 6, as part of SBS Media’s Diversity Works Challenge.
The campaign has been awarded $1m of airtime across SBS’s television, radio and online platforms for embracing the diversity of today’s Australia.
SBS media director of sales, Andrew Cook, commented, “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, added, “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 selflessness 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.”
Below is the story of the SBS Diversity Challenge, its initiative to encourage the Australian advertising industry to think with diversity and to reflect the real Australia in their marketing campaigns.
