Surf Life Saving Australia debuts $1m awareness campaign celebrating diversity

Surf Life Saving Australia has launched its biggest above the line advertising campaign focusing on diversity, after winning $1m worth of airtime from SBS.

Created by KWP, the agency entered SBS’s Diversity Works Challenge, winning the inventory across SBS’s TV and digital outlets in May.

The 45 second ad shows women and men of different races and religions struggling to swim in the ocean, sending the message that Surf Life Saving Australia doesn’t discriminate and “is for all Australians”.

“It doesn’t see colour, it doesn’t hear language, it doesn’t care about religious beliefs, sexual orientation or cultural differences, the ocean doesn’t discriminate and neither do we,” the voice over says.

Andrew Cook, SBS Media Director of Sales, said in a statement: “We’re proud to premiere Surf Life Saving Australia’s powerful campaign. The advertisement truly reflects diversity and talks to all Australians about the importance of water safety.

“SBS has been championing diversity for more than 41 years and the Diversity Works Challenge is a wonderful way to help give back to the advertising community. We hope it will inspire more brands and agencies to think with diversity and talk to all Australians.”

Melissa King, Surf Life Saving Australia chief executive, said: “We’re incredibly excited to reveal our winning creative, an exceptionally powerful piece of visual storytelling that portrays the indiscriminate nature of the ocean, reinforces the selflessness of our volunteers and invites all Australians to join the Surf Life Saving movement.

“SLS prides itself on being inclusive and winning the SBS Media Diversity Works Challenge has provided a significant platform for our movement to tell that story and encourage the public from the diverse communities of our nation, to join our movement.”


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