SBS says ‘F U’ to racism in new TV and outdoor campaign

SBS has revealed its new campaign ‘#FU2RACISM’ ahead of Face Up To Racism week, which runs from February 26 to March 5.


The campaign, created in-house by SBS’ creative team, is designed to promote a week focused around programs on race and prejudice, with the focus being on SBS’ documentary Is Australia Racist?’, presented by Ray Martin.

The campaign was inspired by the research results from one of the largest-ever surveys conducted on racism and prejudice in Australia, commissioned by SBS with Western Sydney University, which found one in five Australians experienced racism over the past 12 months.

The campaign will run on SBS television and across the five major metropolitan cities at train stations, bus stops, shopping centres and digital billboards.

“Through ‘Face Up to Racism’ week, SBS is provoking an important national discussion about racism and prejudice in Australia today, at a time when debate about difference continues to make headlines around the world,” said Amanda McGregor, director of marketing at SBS

SBS is encouraging users to use the hashtag #FU2racism to share stories about their experiences.


“SBS’ role is to promote understanding and acceptance of the diversity of the Australian people. Through this campaign, we want to encourage Australians to be more aware, to have a greater understanding, and to inspire change for a diverse and inclusive Australia,” said McGregor.

The campaign will run until March 5.


  • Director of Marketing: Amanda McGregor
  • Head of Creative Services: Joel Noble
  • Creative Lead: Oliver Holme
  • Lead Producer: Carley Edmonds
  • Support Producer: Pauline Piper
  • Senior Designer: Alison Hastie
  • Designers: Marissa Meyer/Emy Dossett/Matt Harvey
  • Editor: Tim Cummins
  • Marketing Managers: Anna Saunders/Sally Luff
  • Brand Manager: Olivia Platt
  • Marketing Coordinator: Bise Angelkovska
  • Social Marketing Manager: Rick Govic

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