Surf Life Saving Australia has won the inaugural SBS Diversity Works Challenge for a creative concept that highlights the indiscriminate danger of the ocean to people of all colours and religions.
The competition promotes diversity in advertising with the winner being awarded $1 million in advertising space across SBS TV and digital assets.
The concept was developed by Adelaide creative shop KWP! And will premiere on SBS in the second half of this year.
“Despite the very high calibre of entries, the judging panel was unanimous in its decision to award the prize to Surf Life Saving Australia," SBS media director of sales Andrew Cook says.
"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”.
Surf Life Saving Australia chief executive Melissa King says: “The challenge will have a significant impact on Surf Life Saving across the country, and assist us in our mission to keep our beaches safe. It will also call out to our wonderfully diverse communities around Australia to think about joining our movement.”
Cook explains the importance of diversity in advertising in an AdNews special report: Cultural Whitewash.
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