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

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.

Along with SLSA, shortlisted brands which pitched live to the Diversity Works jury were Steel Blue Boots (BBAM); Holden (Carat); Farmers Union Greek Yogurt (Starcom); Stroke Foundation (Marmalade); Barnardos (Ikon Communications); and Medibank (Carat).

The winning campaign for SLSA – which draws attention to the indiscriminate nature of the dangers of the ocean – will go to air before the end of the year.

SLSA chief executive, Melissa King, said: “We’re thrilled to have been judged the winner of the challenge and excited to have the opportunity to bring our creative concept developed by KWP to life. The challenge will have a significant impact on Surf Life Saving across the country, and assist us in our mission to keep our beaches safe. It will also call out to our wonderfully diverse communities around Australia to think about joining our movement. ”

SBS Media’s director of sales Andrew Cook said: “Despite the very high calibre of entries, the judging panel was unanimous in its decision to award the prize to Surf Life Saving Australia. The concept integrates the diversity of Australia into the fabric of the campaign and delivers a simple and focused creative strategy that will assist Surf Life Saving Australia to deliver their objective of saving lives.

“It’s been encouraging to see the number of major Australian brands who have taken part in the inaugural Diversity Works Challenge, further demonstrating that thinking with diversity works”.

The Diversity Works jury consisted of Australian Multicultural Foundation executive director and SBS Chairman Dr Bulent Hass Dellal;  former Co-chair of the MEAA Equity Diversity Committee and Director of Pearly Productions Pearl Tan, Mumbrella’s Tim Burrowes, Pollinate boss Howard Parry-Husbands, Mardi Gras CEO Terese Casu; NITV manager Tanya Orman; and Andrew Cook.


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