SBS Diversity Works Challenge pitched at advertisers
SBS is offering $1M in free advertising for a client with the best campaign that prominently features Australia’s diversity.
- Published by David Knox
- on
- Filed under Upfronts
This week at the SBS Upfronts, SBS announced its Diversity Works Challenge, offering one million dollars of free airtime to the brand or agency with the best campaign that prominently features Australia’s diversity.
The initiative calls on Australia’s most creative minds to develop an advertising campaign that demonstrates diversity and, in doing so, reflects today’s Australia.
The Diversity Works Challenge aims to encourage the Australian advertising industry to think with diversity.
SBS Director of Media Sales Andrew Cook said: “At SBS, we’ve been asking everyone to think with diversity when it comes to how media is planned. We’ve been asking brands and agencies to consider the ever-changing population of the new multicultural Australia, and consider that the media has a certain sameness about it that has not really changed as Australia has been changing.
“SBS is calling on creatives and clients to take part in this initiative to prove that thinking with diversity works.”
Entries open on 26 January 2017, where agencies and brands will be able to submit their creative concept online before 31 March. A judging panel will review all submissions that meet the criteria before selecting up to eight finalists to pitch their idea to a panel of industry experts.
The winner will be announced in May 2017, giving the brand or agency three months to produce the advertisement before it premieres on SBS before the end of 2017.
For full judging criteria and terms and conditions: sbsmedia.com.au
4 Responses
I don’t know why a government body would push such disputed statistics.
These stats are from the ABS and are considered to be accurate. Apart from you, who is disputing them?
From the ABS – “In 2014, over half a million people or 3.0% of the adult population identified as gay, lesbian or ‘other’.”
A huge difference to 11% SBS has conflated the figure by nearly 400%
Ah, so it was just one specific statistic which you are disputing. I’m sure you’re aware that for various reasons significant under-reporting of non-heterosexual identity occurs with government/”official” surveys.
The figure which you accuse SBS of “conflating” (I think you mean ‘inflating’) is sourced from a 2012 report by the Department of Health. That percentage is largely in agreement with that for other western nations.