ABC Yours rebrand aims to build on Aunty’s reputation of ‘trust’ at every stage of Australian life

The ABC is positioning itself as a broadcaster for Australians at ‘every stage’ of life, with its new brand positioning: ABC “Yours”.

ABC Made, the broadcaster’s in house creative agency, partnered with Thinkerbell co-founder Adam Ferrier for the re-positioning, which seeks to reinforce the ABC as Australia’s most ‘trusted, valued and distinctive’ media organisation.

The new positioning officially launched the same day as the national broadcaster’s inaugural annual public meeting.

Director of ABC Audiences, Leisa Bacon, said the new “Yours” positioning, suggests the broadcaster supports every Australian.

“The ABC is unique in its ability to unite the nation, facilitate the important conversations and develop the minds of our children. It is a touchstone for independence, trust and quality and the new brand position, “Yours” says just that, we are here for every Australian,” Bacon said.

ABC Made’s creative director Diana Costantini, added: “‘Yours” might be a simple word but it certainly carries a lot of weight. It reminds us all, every day, that the work we do is for all Australians.  With false facts being rife and commercials masquerading as entertainment, we wanted to find an honest expression and a unique brand position. The ABC belongs to Australia and “Yours” sums that up”.


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