Surf Life Saving Australia to air $1m awareness campaign after winning inventory in SBS contest

Tim Burrowes

May 12, 2017 8:47

Surf Life Saving Australia will deliver the biggest above the line safety awareness campaign in its history after winning $1m worth of airtime from SBS.

Adelaide agency KWP won the inventory across SBS’s TV and digital outlets on behalf of client SLSA by entering SBS’s Diversity Works Challenge. KWP managing director John Baker is also deputy national president of SLSA.

For the contest, brands were challenged to present a campaign idea that put Australia’s diversity into the fabric of the idea.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

Topics

Advertising Diversity Works Challenge KWP Marketing SBS SLSF Surf Life Saving Australia

2 COMMENTS

dan 12 May 17

Nice that it went to a not for profit. I’m going to guess its a “the ocean doesn’t discriminate” message.

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Peter Jamieson 15 May 17

With so many incoming immigrants to Australia who lack the knowledge of the dangers of the sea (and not just the dangers of surf), then it is very appropriate that SBS promotes beach safety with Surf Life Saving Australia. Good decision SBS !!!

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