Employees hide who they really are in new campaign for SBS

Employees are going out of their way to pretend they are someone they not in a new ad for the broadcaster, which seeks to promote the benefits of an inclusive workplace.

In a new ad from Havas Melbourne, ‘SBS employees’ exaggerate some of the ways in which staff go out of their way to hide a part of their identity from colleagues and managers.

The ad sees a man pretends to practise yoga, a woman pretends not to be pregnant while another woman hides her wedding invitations after a colleague finds out she is marrying a woman.

It seeks to promote SBS as an inclusive organisation, and support the ‘real you’. The ads are backed by a recent study from the Diversity Council of Australia, which found employees are more likely to be satisfied with their jobs and remain with their employer, should they feel included.

Stig Bell, director of people and culture at SBS, said inclusion was at the core of building a more productive environment for staff.

“This improves our business’ ability to adapt and grow. This campaign builds on the already positive work that SBS has done in this space,” Bell said.

Damian Royce, executive creative director, at Havas Melbourne added: “It is encouraging that there is so much conversation occurring about workplace diversity. In contrast, however, there is relatively little discussion given to the more complex notion of inclusiveness, so it was a great opportunity to help SBS highlight this important issue.”


  • Client: Special Broadcasting Service
  • Director of People & Culture at Special Broadcasting Service: Stig Bell
  • Diversity & Inclusion lead – Brand: Joshua Griffin
  • Agency:  Havas Melbourne
  • Executive Creative Director: Damian Royce
  • Group Managing Director: Matt Houltham
  • Creatives:  Zoe Yeoman, Liam Travers, Joey Newton
  • Designer: Alex Roby
  • Account Director:  Fiona Warren
  • Senior Agency Producer: Lauren Bell
  • Operations Manager: Leo Francis
  • Production Company: +ape
  • Director: Carl Sorheim
  • Executive Producer: Jason Byrne
  • Producer: Darren McFarlane
  • 1st AD: Julian Costanzo
  • Production Assistant: Jess Galea
  • DOP: Aaron Farrugia
  • 1st AC: Sunny Wilding
  • Sound Recordist: Keith Bottomly
  • Standby Props: Tim Disney
  • Hair / Make Up / Wardrobe: Natalie Burley
  • Grip / Lighting: Peter Stockley
  • Combo Assistant: Michael Bespalov
  • Editor / Post Production Grade: Thanassi Panagiotaras
  • Sound: Big Ears Audio

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