SBS Media, backed by a string of voices from media agencies, has launched Beyond 3% to raise awareness of the benefits of investment by brands in Australia’s Indigenous media platforms.
Aboriginal and Torres Strait Islander peoples represent 3.3% of the Australian population but the media that exist to serve these communities are often not considered as part of campaign planning.
Beyond 3% seeks to engage media agencies to begin to address this gap by learning more about the role and value of First Nations media in Australia today and re-thinking media spend by committing to increasing investment in Indigenous media platforms to at least a 3% target.
National Indigenous Television (NITV), part of the SBS network, is one of the many media services across Australia providing a voice for Aboriginal and Torres Strait Islander peoples, and a place for their stories to be shared, explored and celebrated.
Tanya Denning-Orman, director of Indigenous content, SBS: “NITV is proud to be one of the many media organisations of all sizes across Australia, run by and for Aboriginal and Torres Strait Islander peoples, telling our stories on our terms. These services also present unique opportunities for brands to engage these audiences, and provide valuable professional opportunities for people from communities to develop their careers, empowering the next generation of Indigenous talent in the Australian media."
Melissa Fein, CEO of Initiative Australia: “There’s been a strong focus on equal representation in our industry for years, but sadly it’s often all talk and little action. That’s why we’re incredibly proud to work with and support the SBS and NITV Beyond 3% initiative. We’re equally proud as an agency to commit to this cause, and look forward to others joining us.”
Mark Lollback, CEO of GroupM: “At GroupM All Means All, and an inclusive culture is at the heart of our vision. Diversity and inclusion is key to a strong and vibrant media landscape and GroupM and our agencies are proud to support this excellent initiative from SBS to make real progress in representation of Indigenous Australians, their voices and their stories across the media.”
Aimee Buchanan, CEO of OMD Australia: “Indigenous media, including NITV play a critical role in our media ecosystem. Having channels created by, for and about Aboriginal and Torres Strait Islander peoples is key to having our First Nations peoples’ stories heard. In an era where we obsess over brand safety, I encourage Australian businesses and their agencies to progress this further. We need to extend the conversation to brand suitability and critically, brand responsibility by questioning the responsibility your brand has to financially and commercially contribute and sustain the voices of Australia’s First Nations people.”
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