Diversity Works Challenge award-winning campaign premieres on SBS

 Thursday 7 September, 2017

Media Release

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.

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.

“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.”

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.


For more information: sbsmedia.com.au

Surf Life Saving Australia
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.  Our volunteers deliver over 1.3million volunteer patrol hours each year and since SLS was established more than 640,000 lives have been saved.
Surf Life Saving Australia exists to save lives, create great Australians and build better communities.