SBS premiered Surf Life Saving Australia’s award-winning TV commercial in primetime recently, as part of SBS Media’s Diversity Works Challenge. Developed by KWP!, the campaign has been awarded $1 million of airtime across SBS’s television, radio and online platforms for embracing the diversity of today’s Australia.
“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”
— Melissa King
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 selflessness of our volunteers and invites all Australians to join the Surf Life Saving 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.
Surf Life Saving Australia is Australia’s peak coastal water safety, drowning prevention and rescue authority. With over 170,000 members and 312 affiliated Surf Life Saving clubs, Surf Life Saving Australia represents the largest volunteer movement of its kind in Australia.
Every year, Surf Life Saving active members are involved in more than 13,000 rescues, which is more than 35 a day.
Watch here: https://youtu.be/1Zw5sC5ETHc
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