SBS showcases employee diversity in recruitment campaign via Hulsbosch

Multicultural and Indigenous public broadcaster SBS has launched an online campaign to showcase itself as a diverse employer. The campaign was developed by independent agency Hulsbosch.

The work, ‘Be The Difference’, will run across social media and SBS-owned channels, with several 15-second spots featuring employees across the organisation. The assets aim to highlight SBS’ role in connecting and informing Australians and providing a space for community voices.

Playlist of assets:

Talents in the campaign include proud Arrente woman and Walkley Award-winning journalist and presenter, Karla Grant of Living Black on NITV, journalist and presenter Ali Bahnasawy who hosts SBS Arabic News (in Arabic) on SBS WorldWatch, along with people working behind-the-scenes including representation from women in technology and employees living with disabilities.

The campaign videos are delivered in English and one in Arabic, with additional content in Mandarin to come.

SBS director of people and culture, Stig Bell, said: “We’re incredibly proud of this new campaign which builds on the already positive work that SBS has done in this space to improve our ability to grow and serve audiences with the best talent in market.

“With more than seven million Australians born overseas, and a continent home to the world’s oldest living continuous culture, the SBS workplace mirrors the diversity of contemporary Australia across cultures, genders and more, and we are excited to continue to be a true leader in inclusion in all that we do.”

Director of Hulsbosch, Jaid Hulsbosch, added: “Showcasing actual SBS employees from a range of lived experiences as champions of change in their career is both inclusive and inspirational. Whether it be a teller of truth, or be a bold voice for change, we can all relate and aspire to a workplace where our personal and professional values align.”

The campaign launch on 30 January will also be accompanied by the relaunch of the SBS Careers website.


  • Director of People & Culture at Special Broadcasting Service: Stig Bell
  • Director of Marketing at Special Broadcasting Service: Jane Palfreyman
  • SBS Head of Talent Development & Inclusion: Joshua Griffin
  • SBS Head of Creative: Joel Noble
  • SBS Creative Manager: Brand: Peter Jeffs
  • SBS Senior Designer: Vanessa Meagher
  • Hair / Make Up : Milly Ofori, Cath Johnson
  • Agency: Hulsbosch
  • Hulsbosch Managing Director: Jaid Hulsbosch
  • Executive Creative Director: Hans Hulsbosch
  • Creative Director: Marcel Wijnen
  • Senior Account Manager: Beth Folland
  • Account Executive: Holly Hermann
  • Designer: Nick Mooney
  • Senior Finished Artist: Ian Boniface
  • Studio Manager: Vivienne Buls
  • Director/DOP: Micah Osis
  • Photographer: Andrew Fawcett
  • Client Strategy Director: Carolyn Pitt
  • Talent: Ravi Moerman, Travis Cardona, Eve Cooper, Vanessa Pitt, Lawrie Lawira, Esther Lozano, Karla Grant, Ali Bahnasawy, Rena Li, Sally Franco, Nathan Simon, Ben Hepworth, Danny Jenkins, Uma Sandeep, Gode Migerano, Rachel Thorley, Sylvia Galli, Chris Tangye, Griffin Tangye
  • Copywriter: John Kerswell

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