SBS announces Diversity Works finalists

One of 8 ad campaigns is set to land a million dollars in free advertising, by showcasing diversity in their message.

Ads for surf lifesavers, farmers and health are amongst finalists in contention for a million dollars worth of free airtime across SBS platforms.

Eight finalists have been announced in the 2017 Diversity Works Challenge for an advertising campaign that demonstrates diversity and reflect today’s Australia.

Shortlisted entries include KWP! for Surf Life Saving Australia, BBAM for Steel Blue Boots, Starcom for Farmers Union Greek Yoghurt, Marmalade Melbourne for the Stroke Foundation, Ikon Communications for Barnados Australia and Carat for Holden, Medibank Private Health Insurance and La Trobe University.

SBS Director of Media Sales Andrew Cook said: “We’re thrilled with the response we’ve received to the Diversity Works Challenge. The eight shortlisted ideas have integrated Australia’s diversity into the fabric of their campaign concept, while achieving the brands overall marketing objectives, demonstrating that thinking with diversity works.

“With nearly a third of our population born overseas, SBS wanted to encourage the advertising industry to reflect contemporary Australia. As one of the most multicultural and multilingual nations, and we believe the Diversity Works Challenge delivers on SBS’s purpose to inspire Australians to explore and celebrate diversity.”

The winner will be announced in May 2017, with the chosen campaign to premiere before the end of 2017.

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