SBS has launched Cultural Connect, a collection of services designed to help advertisers better understand and reach Australia's increasingly diverse population.
The new offering extends SBS’s existing services for brands and advertisers, and brings together "unique capabilities" that draw on SBS’s experience in reaching and engaging diverse communities.
SBS says that it can not only help brands connect with hard-to-reach audiences but also provide advertisers with "unparalleled" in-language production including specialist translation, subtitling, voice over, and other services.
SBS Cultural Connect also provides access to research, data and insights on Australia’s diverse communities, as well as strategic support to assist clients in creating relevant and culturally appropriate content.
“How do you speak to a consumer when you don’t understand them? Brands can’t take a ‘one size fits all’ approach to our country’s increasingly diverse population, and those who do may be missing out on opportunities," SBS director of media sales Adam Sadler says.
“SBS has been speaking to these communities for over 40 years, so we are well-placed to give brands the platform and expertise they need to create a real connection with culturally and socially diverse audiences around the country”.
Resources already available to advertisers and agencies include SBS’s Cultural Competence Program, an online training program designed to build understanding around cultural diversity and inclusion in the workplace.
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